When Scania Wanted to Launch Their Exciting New Bus, April Six Mobility Jumped on Board
The Scania Fencer f1 is the first single-deck model in a thrilling new range of contemporary buses. And it was 10 years in the making, thrusting Scania back into the public transport limelight in style. MISSION Agency, April Six Mobility were charged with bringing the news to the market, with teasers, a big-budget launch event and a multi-channel awareness campaign.
Taking inspiration from the name, April Six used the sport of fencing to highlight the agility, performance and competitiveness of the new bus. It’s been a steady six-month process of concepts, filming, photography, and some painstaking artworking and post-production effects, but it was all worth it.
Although only just launched, the campaign has seen a hugely positive response from the market, with a flood of website traffic, social activity and overwhelming word-of-mouth.