A film for Scania

The assignment: find a way to explain the connection between charging and trucks

Scania is guiding customers, partners and haulage drivers into a new era of electrification. This marketing film was produced to create an audience for Scania’s charging solutions, as well as influence behaviours and choices linked to electrification. We needed to explain something complex in a simple but inspiring way.

The film’s target group was decision-makers and transport companies who are already on, or are about to start, their electrification journey. Our assignment was not only about informing this target group, but also about lowering the threshold for engagement and strengthen Scania as a knowledge partner. A modest budget made it important to create a clear, engaging and artisanal concept that would have an impact far beyond the chosen channel.

Scania published its film on its e-Mobility hub, an editorial area on the group’s website, with the aim of inspiring and simplifying the transition to electrification.

The solution: A world of our own where trucks and charging stations come to life

To make a complex subject simple, we drew inspiration from board games. We built our own paper world where the truck route, depots and charging stations all came to life. Miniature trucks and 3D-printed charging posts were combined with textile elements such as felt and embroidery to illustrate data collection and a smart charging strategy.

This analogue craftsmanship of cutting, building and sewing was combined with digital precision in 3D-printed details. This combination gave a unique, tactile design language that made the viewer curious to find out more, in the process making a complex subject simple to understand.

The story is led by a ‘gamemaster’ who guides the viewer through the route. This approach made it possible to explain strategic choices in charging strategies with the same clarity and engagement as you’d experience in a board game. Here, craftsmanship became not only a creative solution, but also a marketing strategy; meeting the target group’s need for simplicity, clarity and inspiration, while at the same time establishing Scania as a trusted partner in the electrification journey.

The result: exceptional reach in a difficult, niche segment

The film had a strong impact both organically and via advertising. In total, it reached over 400,000 people, of which more than 270,000 were video views at an average cost of just SEK 0.07 per view. With a small media budget, this is an exceptional result in a niche B2B segment.

But the numbers are only part of the effect. The film was described as “fun, educational and very good” by the target group. The way the film was presented helped to demystify electrification while also raising interest in it – exactly the behavioural change Scania was striving for.

The fact that the film also lives on internally as training material in Scania Academy shows its long-term value. The craftsmanship not only made the film unique and memorable; it directly contributed to strengthening Scania’s position as a knowledge partner and guide for e-mobility.

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