It’s fantastic when our work is recognised by the wider advertising industry. We recently won a gold and two silvers at the 2020 DMA Awards for the Unbelievable Truth campaign for Scania. That’s no mean feat in a year like no other.

Stephen Maher, lead judge at the DMA Awards opened the discussion on our Gold win saying “This is quite impressive in the world of trucks.”

The DMA invited us to #daretobejudged, “The DMAs reward the people who are brave enough to be scrutinised. It’s not just about the big idea and the clever awards film. It’s about the insights, the clever use of data, the craft, the exceptional ROI, the work that pushes our industry forward.”

We took on the challenge. In May 2020 Scania gave us four weeks to deliver a pan-European campaign across all touchpoints, social, digital, print and point of sale to create an engaging campaign that needed to sell hundreds of used trucks. During Lockdown.

Scania’s used trucks are known for commanding a premium price point, so we needed an offer that was so compelling, it would stop people in their tracks. We did this by framing the idea as the “Unbelievable Used Event”, with six commonly held false truths pitched against the Scania’s amazing offer, challenging the audience to confirm which was true. This was no ordinary truck campaign; it cut through like no other. People noticed the advertising and acted upon it and the results spoke volumes with a dramatic reduction in stock from 1600 to 950 in just 12 weeks.

“It struck us all as being a very different way of approaching a classic retail problem and trying to kickstart that market. It’s really good use of creativity in quite an unexpected way.”

Jill Dougan, Marketing Director British Gas, DMA Judge.


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