THE BUS YOU’VE BEEN WAITING FOR

Awards
Best Product Launch – Drum B2B Awards 2021

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.

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