Assisting A Premium Brand in Showing Its Worth
Scania sought to be perceived as the market leader in the UK used truck, bus, and coach market, enabling them to shift larger volumes of used vehicles before they became a profit drain.
Legacy methods of selling, including online listings and trade classifieds—combined with a premium price point—were doing little to convince customers of the value of buying secondhand, while the company’s selling app ‘Scania Direct’ was displaying just 10% of available stock, and wasn’t converting through its indirect approach.
Extensive customer research and interviews highlighted that the used vehicle market is strangely homogenous, with little to differentiate between manufacturers and cheaper independents. Customers are faced with no clear signposting towards quality, warranty, service, or finance, aspects of the selling process that are often inflexible.
To enthuse customers into buying used directly from Scania, we needed to move the process from a product-led approach to a seamless customer-first experience. It would need to be an experience that reflected Scania’s premium nature and warranted its premium price point.
Our creative approach sought to unify Scania’s various departments—marketing, finance, sales, and aftersales—under a single banner, providing customers with a clear choice of finance, service, and warranty packages to select from during the purchase process, to put them at the center of the operation and deliver peace of mind.
The tagline ‘used vehicles, your way’, reiterated the Scania Go values of flexibility, value, and trust across the campaign launch, website, and comms, and carried through into the customer experience.
We ran a six-week awareness campaign across trade press, digital display, and paid social. Six short films were also created to run on Twitter. Featuring Scania employees, the videos were clear explainers for Scania Go, at once highlighting package features as well as reinforcing the messaging of simplicity and clarity.
The campaign was supported by email to Scania’s CRM database and Google Search, while POS in Scania dealerships encouraged people to download the app and get on board.
increase in site visits
share of voice on press editorials
Twitter impressions with a 22.56% click through rate
Additionally, since the launch of Scania Go, Scania has seen an increase in the average selling price of Go trucks due to increased internal service preparation revenue.