Background

Scania is a global brand with a long history, well-known for building premium trucks, engines and buses. Something they’re less known for is developing digital services, so when they launched a smart watch for truck drivers – that was definitely newsworthy in itself. But how do you create excitement for the launch of their second generation of smart watches – when that newsworthiness was all used up? And how do you appeal to a customer base that’s much more interested in rumbling V8’s, turbos and torque?

Solution

In the history of Scania, there’s a specific engine that’s become all but legend. The first Scania V8 – the LB140. It was the engine that in the end of the 60’s gave Scania the nickname “King of the Road”. After a lot of searching, we eventually managed to find an LB140 engine block in Greece. One that was beyond restoration for transport uses – but our goal was to give it new life in a different way: By melting it down, and creating a limited edition V8 watch bracelet from that very metal, to sell alongside the second generation Scania smart watch.

The bracelet was launched with a very cinematic film taking us along for the ride from engine block to bracelet. We also created a behind-the-scenes video, to show the customers that it was all done for real. No shortcuts, and no cheating.