September 2020: Scania released their new V8. At 770hp, their most powerful engine. Launching into a market depressed by COVID was challenging. Running cost is key – V8 rarely measures well, making other Scania models/competitors more attractive. V8 is not a often a rational decision so we needed to fuel desire and emotional pulling power. An online launch delivered striking messages about V8’s iconic qualities. The result? A surge of visitors viewed. 16 high spec £200k Flying Griffins sold out within 6 hours. Unprecedented advance sales of V8 trucks. Showing brand desire can be created despite no real argument to buy.