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//New Scania Creative Platform

Creating a complete TTL reposition of the brand in the UK market.

‘You Can’ is a deceptively simple construct. On the surface, it relies on the fact that ‘CAN’ is contained within ‘SCANIA’. But it’s not just a pun. It works metaphorically as well as practically: competence, ability and reliability are an inherent part of both the brand and the products. It enables us to both reinforce the positive attributes of the brand, and to dispel unfavourable perceptions.

Scania needed a flexible creative platform to use for every type of communication, from above-the-line advertising to brochures and exhibitions. It needed to be confident but not arrogant, and reinforce their premium position in the UK market.

It is confident, single-minded, visually arresting, and achieves real stand-out for the brand in a crowded, homogeneous market. The uncluttered and distinctive art directional style gives messages real clout in otherwise busy environments, particularly press.

Because the name is tied up with the idea, the platform is clearly owned by Scania. It is precisely not the kind of advertising that could be run by your competitors if you cover up the logo.

Most recently the platform has evolved, and instead of necessarily changing with every execution, we have been able to pick areas to focus on, and reinforce important messages in new ways.

For example, one of the most important messages of recent times is fuel economy, so the message ‘You can save on fuel’ is the one we’re repeatedly keen to ram home at every turn, while keeping the creative fresh. 

RLA is part of The Mission Marketing Group plc (the missiontm), the national marketing communications and advertising group including Addiction, April-Six, balloon dog, Big Communications, Bray Leino, Proof Communication, Robson Brown, Solaris, Splash Interactive, Story, ThinkBDW and Yucca.


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