Scania V8 - The breathtaking launch of an icon

The Headscratcher

Scania's flagship V8-powered truck was legendary. Loved by customers since 1969 for its iconic design, its rumbling engine and unmatchable torque, it was regarded by many as the jewel in Scania’s crown. After years in development, Scania was to release their new V8 range topping 770hp, the most powerful engine Scania had ever produced. What was not to like? Well, Scania was launching the new V8 into a market depressed by Covid. Running costs are all important in the buying decision and a V8 rarely measures well. Other Scania models and new competitor launches were the obvious answer for hauliers looking to buy a new truck. To position V8 as a rational purchase was not an option, we had to find a different angle.

The Big Positive Impact

Striking visual messages created a crescendo of pre-launch mystique. A pulsating graphic “V” enticed the curious and fuelled desire with evocative messaging played out to the beat of heavy rock. The new V8 had been a long time coming – that day was dawning. And so thousands went online on launch day to witness the return of King of the Road, now stronger than ever. Sixteen ultra-high spec £200k Flying Griffin models all sold out within six hours. Scania saw unprecedented advance sales of V8 trucks. The UK was elevated to number one market in the world for orders taken. Engagement surpassed all other global markets, and the UK creative was picked-up in the USA, several European markets and Asia by media owners, fan audiences and even employees.