Scania is a Swedish manufacturer of trucks, buses and engines, headquartered in Södertälje and in business since 1891. Scania Classic is the brand’s discount program: 15 to 40% off genuine spare parts for trucks.
We developed a new concept and communication strategy for the program, from strategy workshops and a key visual to a campaign across social media, Meta Ads, Google Ads and radio, plus a new landing page. In the first months of the campaign, we generated leads, and a significant share of them took advantage of the service offer.
Client: Scania, the Scania Classic program
Scope: strategy workshops, key visual, marketing strategy, landing page
Channels: social media, Meta Ads, Google Ads, radio
Up to 40% off genuine truck parts is a solid selling point. But the Scania Classic program needed a new concept and communication strategy: the offer had to reach current and prospective customers and bring them in for service.
During strategy workshops with Scania representatives, we pinned down what matters most to the target audience in messaging and visuals. That’s how we arrived at the key visual: trucks and the people who service them. We built the marketing strategy on it.
A strong discount won’t sell itself. It needs the service team front and center, and one benefit in every post.
The strategy covered four channels: social media, Meta Ads, Google Ads and radio. For the campaign, we designed and built a landing page inspired by the speed of Formula 1 pit stops.
The posts feature service staff, and the Scania Classic program ties all the creatives together. The slogans cover faster service, savings on the road, safe journeys and a price that fits the customer.
