A record sales month and a 40% reduction in used truck stock in 12 weeks. ‘Unbelievable Truth’ was the first coordinated European Used Vehicle sales campaign for Scania. We delivered hundreds of assets in just 2½ weeks from briefing to launch. Used truck sales required a retail strategy, so we directly addressed consumer concerns over availability, flexibility and affordability at the start of COVID. We challenged consumers with curious questions and surprising images - worlds away from trucks and haulage. We added an unbelievable price and sense of urgency and guided them on a clear route to purchase.