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September 2009, Edition 1
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Rino Publicidade - Sao Paulo, Brazil
Scania started 2009 even more engaged in the pursuit of excellence in levels of performance for its services, and quality of its products. Customers are in the spotlight for this initiative, giving continuity to the program that started in 2008 under the theme "Everything for You." In 2009, despite the economic crisis, we gained even more momentum with the new challenge that the company launched.
Challenges
The line of communication should follow the philosophy of total integration between customers, products and services. Our challenge focuses on showing how much the company contributes to the development and success of customers’ business, increasing its visibility and therefore sales, in addition to strengthening the brand’s relationship with customers, suppliers, Scania’s management and employees.
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Another challenge was to create a communication campaign in line with the language adopted internationally while taking into account local cultural issues and the market needs of Brazil.
Solution
To meet this challenge, Rino Publicidade developed a campaign that played on the concept of Scania’s GPS:
Gente (the word for people in Portuguese)
Produtos (Products)
Serviços (Services)
People, Products and Services (GPS), with equal importance, acting together at all places, at all times, to achieve excellence in service delivery and ensure the reliability of it’s products.
"People ("Gente"), Products and Services. The Scania GPS."
Development
We developed a monochromatic graphic solution that brought a refreshing light to the pieces developed, not commonly achieved when advertising heavy products. The results of this visual identity were harmonious, pleasant and precisely reflect Scania’s corporate image concept.
In addition to the visual aspect, the approach of the graphic elements took into account the needs of the different audiences, segmenting communication pieces and directing the media in a strategic manner for each type of vehicle. Thus, enlarging the chances of the target identification, attraction to the products, developing preference and finally, the purchasing decision.
In addition to print ads, several pieces for point of sales such as banners, mobiles and panels for the 100 Scania Homes (the dealers) were developed.
The campaign began in March this year and will last until the end of 2009.
"Productivity that generates energy."
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"Never alone. Always in good company."
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"There is always a Scania pointing to the future."
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"Do you have a minute? We give you all our time."
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Results
According to its semester balance sheet (January-June 2009), Scania Brazil occupies an important position in the market for heavy trucks, with about 24% of market share, up from 18% in the same period last year. The segment that boosted business the most in this period was the grain/seed transportation, with 33%, followed by industrial loading, 19%, and the transport of liquids, with 10% of the share.
Such positive results in a time of economic crisis prove that these initiatives are not only aligned with the strategies defined by the company worldwide, but also reflect that Scania is addressing the needs of the Brazilian market.
The company’s exposure in the media has added value to its products, services and brand, contributing significantly to this success.
What Scania says
Integration: the name of the game
"We found out what customers want and segmented their demands in 4 parts: availability, lower operating costs, quality, and comfort for the driver," says João Miguel Capussi, Scania’s Marketing and Commercial Communication Executive Manager in Brazil.
"They are four items that complete this integration that has always been very clear in how Scania works," he explains.
Although it is an integration concept, Capussi says it is important to identify which is the largest need specific to each client and stay focused on it. "Sometimes the focus will be services, sometimes people or products, but the important thing is to always keep the three together," he says.
The executive believes that only with this interconnection it is possible to ensure success in all sectors. "Scania had changed its strategic focus a long time ago. We are looking beyond the concept of producing and selling trucks and buses; we must provide and deliver more. People and Services are what ensure the availability and original quality of our vehicles, therefore Scania’s GPS is our great differential, and works in favor all of those who operate with Scania," concludes Capussi.
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