The Bus You’ve Been Waiting For
Awards
Best Product Launch – Drum B2B Awards 2021
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The Challenge
Scania was introducing Scania Fencer, a remarkable new inter-urban bus capable of navigating city traffic and rural roads with ease. Not only was the new vehicle technically impressive, but it also boasted a sleek and modern design, turning heads wherever it went.
However, the commercial vehicles manufacturer had been absent from the single-deck bus market for ten years; buyers were not anticipating a new offering from Scania in this segment. April Six was tasked with raising awareness and consideration, integrating the new bus into a multifaceted purchasing journey involving various decision-makers. In a world dominated by logical communications and technical specifications, we needed to create an emotional response from buyers to ignite their desire.
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The Insight
Drawing inspiration from the world of sports, we leveraged the dynamic qualities of a competitive fencer to showcase the impressive attributes of the bus. The fencer’s mask became a focal point, with its captivating headlight “eyes” pulsating with energy. Through a display of two fencers in action, we brought to life the vehicle’s agility. By infusing humanity into an inanimate object, we created a moment that evoked desire, recognizing that it’s the connection with a living entity that truly sparks passion…because you can’t fall in love with a machine.
The Solution
We injected a vibrant energy into a market that had been lacking excitement. The design of the Fencer emerged as the epitome of modern single-deck solutions, commanding attention and setting a new standard. Through a captivating teaser, virtual event, and an engaging launch campaign, we elevated the new bus to a level beyond the ordinary, making it a standout choice for customers.
The Results
2,321
Microsite views
643
Brochure downloads
100%
Uplift in Twitter interactions
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