When you’re in long distance transport, seconds matter. To prove that the new trucks were up to the task, we gave them the biggest challenge there is – time itself.

With a team of 90 drivers and 14 trucks, we created a 750.000 square foot clock. And kept it running for 24 hours straight.

As the trucks were sent off you were able to experience the clock through a campaign site for the whole 24 hours through five different camera angles – giving fans and truckers the chance to see almost every inch of the new trucks.

Apart from the actual event, the campaign site also contained feature films highlighting the different vehicle specifications etc that made the project possible.

Invitations and teasers were spread online and on Facebook during August and September.

The event/website/clock went live on September 20 and ran for 24 hours.

The Scania Clock surely reached its objectives. It caught the medias attention in all of our prioritized markets – UK, Germany, France, Sweden and the US – and was featured in over 290 articles worldwide reaching more than 339 million people. The Scania Clock was featured in all targeted media segments – from innovation, tech and marketing media to daily press and auto media. It reached readers that Scania traditionally doesn’t reach and was covered in medias such as Discovery Channel, New York Post and Business Insider. None of the articles had a negative sentiment and more than 60% of all articles contributed to a greater understanding of the campaign and reinforced the key message - helping to spread the image of Scania as an innovative company with tailor-made solutions for your business.

In the year of its 125th anniversary, Scania celebrated its biggest product launch ever: the introduction of the new truck generation. Despite tough market conditions in 2016 and the huge launch, Scania reached a record level in net sales and showed strong operational performance. Net sales rose by 10 percent to a record high SEK 103,927 million.