Client

Scania

<strong>Inset</strong>

How can you get customers excited about something as dry and boring as an upcoming change in the law? A change in the law that will also mean expense and administrative hassle for the customer? As in all communication, it’s important to understand the customer’s needs and make them feel that you are helping them all the way.

When the rules for tachographs in heavy traffic were changed, Scania took the lead and went out early to inform its customers about the new rules, the timetable and what customers needed to do to comply with the rules. Of course, also with an invitation to install the updated tachograph in one of Scania’s workshops.

The focus of the campaign was to draw attention to the upcoming rule change and to create a sense that time is limited. We took a motif known and appreciated by the target group; Scania vehicles in their natural element, but added an extra dimension to emphasize the message and get a sense of heightened realism.

The campaign was aimed at the whole of Europe, as well as markets with traffic in and out of Europe, so the message, imagery and subject matter needed to be universal, clear and direct without being glib. To date, the campaign has been used in 22 countries

How can you get your customers excited about something as dry and boring as an upcoming change in the law? A change in the law that will also mean expense and administrative hassle for the customer? As in any other communication, it’s important to look at the customer’s needs and make them feel that you are helping them all the way.

When the rules for tachographs in heavy traffic were changed, Scania took the lead and went out early to inform its customers about the new rules, the timetable and what hauliers needed to do to comply with the rules. Of course, they also urged them to install the updated tachograph in one of Scania’s workshops.

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The focus of the campaign was on raising awareness of the upcoming rule change and providing the target audience with the information they were looking for. To highlight the urgent impact of the topic on customers’ operations, we created a campaign with an over-dramatized message. Flying trucks on their way to install the new tachograph to get a first look at the benefits became the visual solution.

The campaign targeted the whole of Europe, as well as markets with traffic in and out of Europe. The Get First In Line campaign has been rolled out in 16 markets.