CAMPAIGN NAME

New Energy

CATEGORY

Multi-Market: Business-to-business

CLIENT

Scania

LEAD AGENCY

Åkestam Holst NoA

CONTRIBUTING AGENCY

Bleck films

CAMPAIGN DESCRIPTION

The logistics and transport sector in Europe is under increasing pressure to decarbonize. While sustainability is firmly on the agenda, electrification continues to face widespread skepticism.

Fleet operators are pragmatic by nature. With tight margins, long planning cycles, and complex day-to-day operations, transitioning to electric requires rethinking infrastructure, routes, and service models. For many, electric vehicles still appear costly, complex, and uncertain. Concerns around range, charging access, and unclear return on investment continue to shape decision-making.

Scania holds a strong position across Northern Europe, built on decades of trust in its powerful combustion engines. However, in the electric space, that legacy does not automatically carry over. Here, Scania starts on equal footing with its competitors.

THE CHALLENGE

The transport industry needs to shift from diesel to electric and alternative fuels. Everyone agrees, but progress is slow. Many fleet operators still see electrification as something for the future, or for others.

For Scania, this is a major challenge. Despite strong investment in sustainable vehicles, only a small share of orders in 2022 were electric.

Why the hesitation? Cost and infrastructure play a role, but research revealed a deeper issue: mindset. Many fleet operators who could already switch to electric don’t believe they are ready. The early adopters have already moved, but the more pragmatic majority don’t yet see themselves as next.

This creates a critical barrier. If decision-makers don’t see electrification as relevant or realistic, they won’t engage with the message or consider taking action.

At the same time, Scania was launching updated electric trucks for regional and urban transport, making electrification a viable option for many more operators.

The strategic challenge? To grow its electric vehicle business, Scania needed to convince skeptical decision-makers in Western Europe that electrification is relevant now and make them open to taking the first step.

STRATEGIC APPROACH AND EXECUTION

The idea was built around the industry term “New Energy”, commonly used for electric and alternative fuel vehicles, but also a phrase used to describe what a new person brings to a company. In this case, an electric truck is positioned as bringing “new energy” to a logistics business.

This insight was brought to life through a seven-part mini-series set inside a traditional logistics company, reflecting the target audience. A Scania electric truck is introduced as “the new hire,” bringing both literal and figurative new energy to the team. This approach made electrification feel less intimidating, more human, and more achievable.

Instead of following the typical conventions of electrification advertising, often defined by futuristic visuals and abstract storytelling, the campaign took a more grounded approach. Everyday humour and relatable workplace situations were used to create a familiar and engaging tone for a sceptical audience.