Scania launches brand campaign focusing on driver experience

Vehicle manufacturer Scania has launched a new global brand campaign emphasizing the pride, community, and sense of belonging experienced by its drivers. The campaign's centerpiece is a short film depicting two brothers who will accept nothing less than a Scania. The film features a specially produced version of Avicii's song "Hey Brother," with vocals by Bryan Adams.

Through this campaign, Scania aims to capture a feeling that is difficult to describe but unmistakable to those who have experienced it and are part of the Scania community. Moving away from product-feature-centric advertising, this approach focuses on the emotional connection and the professional pride of drivers. "We wanted to capture that feeling and reflect it to the people who already carry it with them," stated Patrik Thärnå, Head of Marketing Communications at Scania.

The campaign will roll out globally this week across various digital platforms, including YouTube, Meta, TikTok, and LinkedIn. It will also be distributed via connected TV, influencer channels, and through stories and testimonials from the Scania community. Additional content, such as behind-the-scenes footage and customer-driven narratives, will expand the story and deepen its emotional resonance.

By focusing on the driver experience and the identity associated with the Scania brand, the company seeks to strengthen its position in the automotive industry with a more personal approach, aiming to foster a deeper emotional connection with its customers.