To consumers, Scania represented a premium, out of reach for the mid-sized construction company. Adding to this perception, Scania faced growing competition from Chinese and Korean makers that were flourishing in market craving value for money.

To address this issue, Scania wanted to feature its total solutions package which included a proprietary Fleet Management System, Drivers Training Program and more. Since the Scandinavian brand was already associated with reliable and robust products, gaining access to its services and partner benefits would be a no-brainer choice for those in the market.

A series of ads were created to convince consumers into seeing beyond the obvious; in this case, seeing pass the price tag and looking into long term benefits.