Following a competitive pitch with agencies across Europe, the Jack Morton was chosen to create Scania’s first major product launch in 20 years. The launch of the new R500 & S750 Scania trucks took place on 23 August at the Grand Palais, Paris, to an audience of 1,250 industry professionals and policy makers. Tens of thousands watched the live streamed event online.
The idea for the event 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 and an exhibition showcasing the vehicles and the future of the industry.
"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."
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."
The flagship trucks, which took ten years to develop, will be rolled out globally over the next 24 months.
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