Goal of communication is to position the brand in one of the segments with higher growth potential in Brazil.
Scania semi-heavy trucks line is the protagonist a recent campaign developed by RINO COM, which aims to establish a strong positioning for the brand in the segment. The communication strategy reinforces Scania as a global benchmark for quality in load transport, with emphasis on the differentials of the line: the only in the category to offer axle 8 by 2, automated gearbox and air suspension. Not coincidentally, the campaign is anchored on the slogan "Makes a difference to be Scania".
The ads for print media and radio show the capacity of Scania semi-heavy trucks to meet the needs of carriers in different areas, from grocery to petrochemicals. The ad arrives to the market at a time of emergence of new distribution and logistics companies and fleet renewal. In this context, there is a growing demand for trucks capable of transporting larger cargo, agile delivery, good conditions for cargo accommodation and fuel economy. This is exactly what Scania semi-heavy trucks provide.
"With this campaign, we put the meaning of having a Scania in a new target group radar. By emphasizing the unique characteristics of the line, we remind the Brazilian consumer that he will always get the best value with the Scania brand", says Fernando Piccinini, Creative VP from RINO COM.