#NextGenScania New Truck Launch
In August 2016, Scania launched their new S-Cab, their first truck launch in 20 years. For those unfamiliar with the trucking world, this was a MAJOR EVENT, awaited avidly by a worldwide fanbase for whom the terms “rabid” and “obsessional” are understatements.
The theme we adopted for #NextGenScania was the imminent arrival of a new baby to the expanding Scania family (Scania are very big on thinking of their fans as members of the family). This allowed us to exploit all the familiar areas from scans to heartrates to genetic features, ideally suited for teasing our audience on Facebook, Twitter and Instagram. We knew there was a solid fanbase out there, but were completely taken aback when they responded to the tune of over 7 million impressions on those platforms in its very first week.
This simple video of the new arrival’s heartbeat was one of our first Facebook posts, deliberately giving very little away as every single detail about the truck was top secret prior to launch. It still managed to amass nearly 500,000 views (plus another 14,000 on Instagram) and 2,000 shares on its appearance.
Maintaining the impending arrival theme, here’s a heartrate GIF that got the punters excited.
The dedicated die-hard fans really really love Scania, so we featured a competition asking them to prove their place in the family. We got tons of entries, along the lines of tattoos and the chosen mode of transport to high school proms. And you wouldn’t believe the number of people who arrive at their weddings in a truck. In Week 1 of the campaign, over 1,000 people submitted photographic proof of their love for Scania.
All of this led up to the Big Event – the unveiling of the new truck at the Grand Palais in Paris. This was live-streamed on Facebook with 22,000 people signing up for or expressing interest in the event. And when the reveal finally took place on 23rd August, the Facebook video was viewed 774,000 times and shared by 6,000. Quite the welcome.