Jack Morton Worldwide was appointed following a competitive pitch with agencies across Europe, to create Scania’s first major product launch in 20 years. The much-anticipated launch of the new R500 & S750 Scania trucks took place on 23 August at the Grand Palais, Paris. An exclusive audience of 1250 industry professionals, policy makers and press joined in Paris and tens of thousands watched online. The flagship trucks were 10 years in the making, and will be rolled out globally over the next 24 months – meeting an array of long haulage applications.
“The development and launch of our new truck generation is undoubtedly the biggest investment of Scania’s 125-year history,” said Henrik Henriksson, President and CEO of Scania. “It is with hearts bursting with pride that my colleagues and I presented the new Scania at this fantastic launch that is part of our exciting vision for the future; positioning Scania towards one of the most transformative periods in our history.”
The experience showcased Scania’s vision and commitment to building more sustainable societies through efficient transport systems alongside the new vehicles which feature significant improvements in fuel efficiency, advancements in safety and an array of new services enabled through market leading connectivity.
The creative idea for the experience focused on showing new perspectives on the transport industry for a more sustainable future. This idea was brought to life by shifting the guests’ perspective through a variety of immersive experiences – including environmental soundscapes, a stage reveal that played with the audience’s viewpoint and an inspiring exhibition showcasing the vehicles and the future of the industry.
The public launch was preceded by the Sustainable Transport Forum, where industry VIPs were invited to join Kofi Annan for discussions on the importance of partnership in achieving energy efficiency and the complex challenges we face in an ever changing world.
Mike Kunheim, Managing Director, Jack Morton Worldwide, London said:
“Scania is at the forefront of driving a shift towards a more sustainable transport system. So it was our challenge and privilege to create an experience that proves Scania’s leadership, immersing guests in a new perspective on the industry and inspiring people with the opportunity these ground-breaking vehicles present, for all our futures.”