Scania: The Scania Clock [image]

Credits & Description:

Title: The Scania Clock
Agency: Tbwa\Stockholm
Brand: Scania
Country: Sweden
Entrant Company: Tbwa\Stockholm
Advertising Agency: Tbwa\Stockholm
Pr Agency: Tbwa\Stockholm
Production Company: B-Reel, Stockholm
Creative Director: Kalle Widgren (Tbwa\Stockholm)
Art Director: André Persson (Tbwa\Stockholm)
Art Director: Alexander Fredlund (Tbwa\Stockholm)
Copywriter: Stephanie Moradi (Tbwa\Stockholm)
Account Director: Robert Schelin (Tbwa\Stockholm)
Planner: Håkan Engler (Tbwa\Stockholm)
Copywriter: Lina Franzon (Tbwa\Stockholm)
Account Manager: Annika Molnár (Tbwa\Stockholm)
Graphic Designer: Christian Styffe (Tbwa\Stockholm)
Director: Patrik Gyllström (B-Reel Stockholm)
Pr Director: Louise Sallander (Tbwa\Stockholm)
Agency Producer: Anna Bergström (Tbwa\Stockholm)
Campaign Description:
When you’re in long distance transport, seconds matter. To prove that the new trucks were up to the task, we gave them the biggest challenge there is – time itself.With a team of 90 drivers and 14 trucks, we created a 750.000 square foot clock. And kept it running for 24 hours straight. As the trucks were sent off you were able to experience the clock through a campaign site for the whole 24 hours through five different camera angles – giving fans and truckers the chance to see almost every inch of the new trucks.Apart from the actual event, the campaign site also contained feature films highlighting the different vehicle specifications etc that made the project possible.
Relevancy:
By creating a 750.000 square foot clock and broadcasting it online for 24 hours straight, we gave the target audience a chance to see and feel the new Scania trucks from five different camera angles - or just pop in and check what time it was.
Execution:
Invitations and teasers were spread online and on Facebook during August and September. Scania have app 2 million fans on Facebook scattered in different groups and sub-cultures. The event/website/clock went live on September 20 and ran for 24 hours.The case study went viral and the PR work kicked in immediately after the clock went live.
Outcome:
The clock came to be the hub in all communication units, and caught the medias attention spreading to all prioritised international markets.The clock was featured in over 290 articles worldwide, reaching more than 339 million people in 31 countries. (Based on the analytic tool Meltwater)The long term sales are difficult to foresee as a new fleet of trucks isn't something you buy on a whim.
Synopsis:
For the first time in 20 years, Scania launched a new generation of trucks and services. We needed to show the drivers and fans all over the world the new trucks in all their glory, but also include Scania’s services and support teams.Apart from the actual launch, we had to communicate the biggest advantage coming from choosing Scania: The benefit of a tailored solution.
Strategy:
The clock proved the reliability of the new generation and the services that come with Scania - and became a perfect scene for the new trucks. The website gave us the chance to gather our target groups (drivers, fans, truckers and buyers from major logistics companies). The trucks were tailored depending on their different positions in the clock, in order to tackle their task in the best possible way. For some it meant optimising for high performance in terms of engine, tire traction and gearbox. For others precision and timing was key.