Case Study


Driving SCANIA forward

Our sister agency RLA has been the international creative force behind Scania GB for the past five years.

With a ground-up rebuild of the brand’s statement in the market, the agency’s new creative positioning launched to immediate acclaim in the market. The You Can brand, look and feel was rolled out across a fully integrated marketing mix; it instantly stood out from its competitors and quickly captured the imagination of the industry.

Services Employed: Automotive

There is a Better Way

Over the past four years, RLA has expanded and reinforced the long-term brand proposition through direct customer segmentation and targeting, online content strategy, social engagement campaigns and numerous national events.

With UK market share growing for the first time in three years thanks to the new brand launch, the agency’s strategic approach was broadened to southern Africa including South Africa itself, Botswana and Namibia.

Following a comprehensive multi-market, multi-race positioning analysis, it was clear Scania’s social attitude and ethical practices were a significant point-of-difference against competitor brands.

There Is A Better Way highlighted and proved the depth of Scania’s commitment to delivering the best service and economy in South Africa. With this approach, the truck takes a back seat to the principle of a company designed from the outset to support its customers.

In addition to the traditional media and digital media approaches, our sister agency has organised all of Scania’s launches at Commercial Motor Live since 2012, supported Scania Global Marine with their 2011, 2012 and 2013 event appearances, and helped the bus and coach divisions with major launches and exhibitions.

Such is the success of the agency’s relationship with Scania, it has recently been contracted to work for the firm in South East Asia, including Malaysia, Thailand and Singapore.