Campaign details
Brand: ScaniaAdvertiser: TratonAgency: April SixCountry: UK
Campaign Overview
Revealing The Unbelievable Truth
Truck marque Scania's recent growth in market share, combined with the sector's shutdown enforced by COVID-19, meant more end-of-lease returns than normal. To keep profits moving in the right direction, a unique promotion and impactful campaign were needed.
Strategy
Amid a depressed market and pandemic restrictions, prospects weren't going to arrive in droves. April Six, along with ThinkBDW, needed to disrupt the traditional offline journey.
As a premium marque Scania is often considered unaffordable. To combat this the campaign...