AHEAD OF IT'S TIME
The brief was to reposition Scania trucks as the most technologically superior transport solution.
Scania is currently positioned as the number one truck brand in Europe, but in South Africa it is only number three. We needed to establish Scania’s technological supremacy in the transport industry.
We created a series of print executions where we used a stereotypical shipping container, which is easily identifiable within our target audiences’ frame of reference, and simply placed the container on Mars to hyperbolise Scania’s advanced technological capabilities.
WTF?! Now what?
MAN Trucks had come out with a print campaign of their own, and it was far too familiar for comfort. In fact, it was placed on the adjacent page of the logistics publication where our brand-new print ad was also placed. We were inundated with comments about the two campaigns’ similarities, and knew we had to act fast.
MAN’s ad was about putting ‘MAN on the moon’. And we were a bit concerned that our print ad, that was also depicted on the moon, might not have had the desired effect. So our thought process was simple. Let’s put an execution together that puts Scania on a different planet. Literally. We took our print execution (formerly on the moon) and put it on Saturn, accompanied by a copy line that supported our ‘ahead of its time’ narrative and positioned us as a brand that’s responsive, intelligent and technologically advanced.