Social media
Social media such as Facebook, Instagram and other social networks are important channels for Scania. In social media we meet and create a dialogue with customers, partners, policy makers and other stakeholders.
The main goals for Scania’s presence in social media are to:
- Participate in the dialogue. Increase the level of service to our target audiences by answering questions.
- Drive traffic to Scania’s websites, where we build our brand and present our offering in detail.
- Publish content and make it visible and shareable – boost online visibility and engagement.
- Give the news media and influential bloggers rapid access to news about our products and company.
Scania as the sender
When Scania is the sender, we must be clear who is giving information and who is participating in a social media dialogue.
Therefore, name, logotype and picture selection is crucial.
Naming standard
Corporate: Scania Group
National Distributor: Country name in the language of the target group (Scania Deutschland, Scania Sverige)
Captive dealer: Local dealer name (Scania Antwerpen (Haven), Scania Sverige AB/Tomelilla, Scania (Great Britain), Limited (South-West) etc)
Independent dealer: Use your own name and brand / logo
Production unit: Scania Production + city or country (Scania Production Angers S.A.S (Assembly of trucks) etc.)
Picture
Various social media channels offer different possibilities for branding. The following generally applies:
Logotype If you use our logotype - use the complete symbol in full colour.
Picture
If you prefer to have a picture, use an approved product picture or a picture from a recent Scania campaign.
In own channels – where the channel itself is Scania-branded – it is not necessary to add a logo on the pictures. In channels owned by independent dealers a lock-up logotype can be added, or a separated symbol and wordmark if combined with a text message.
There are two alternatives to branding of social media channels for captive dealers.
Below, Facebook is used to illustrate the principles that applies. The same guidelines applies to Instagram and other social media channels.
Captive dealer
For captive dealers, use Scania logo as profile picture and select relevant cover photo.
Independent dealer
For independent dealers, use own brand/logo and name.
Teasers and explainers are short slide shows and videos made for marketing of our products and services in social media channels, e.g. Facebook, Instagram and YouTube, as well as on display screens in stores or workshops, websites and email newsletters etcetera.
Teaser – intended to draw attention and raise interest. For example, a teaser for Scania Financial Services briefly informs the viewers/readers that Scania can provide finance solutions for their vehicle.
Explainer – aims to communicate the customer benefits in a brief and pedagogic way, though not in detail. For example, the explainer could describe the specific benefits of leasing a vehicle through Scania Financial Services.
Typography
As a rule, always use the typeface Scania Sans and white text when possible. When placed on a very light background, subtle shadowing can be applied to the text to ensure high readability.
Note that there are different font files versions for film/video and slide show/PowerPoint respectively.
In general, text is centered for film/video and left-aligned for slide shows/PowerPoint.
For key messages or added information such as a URL, always center text both horizontally and vertically.
For names and titles, always left align text as shown in the examples to the right.
When used for promotion of a product or service, we recommend to use the slide show/PowerPoint instructions for text alignment, i.e. left-aligned.
Images and video clips
Our teasers and explainers do not only communicate our product and services – they are also ambassadors for our brand. We recommend using images from Scania Media Provider, as this ensures that all image rights, model agreements, property releases, etcetera are defined and approved. Choose a format that works for all intended applications, such as smartphones, computers and TV-screens.
Limit the number of image shifts, scenes and clips, as they may steal the attention from your message. Also, keep it short, 10–30 seconds‚ as our patience on social media is limited.
Always end with Scania endlogo, primarily the animated, secondarily the negative still version.
Animated endlogo for film. Primary version - vertical lock-up logotype against Scania Dark Grey background (Duration: 5 sec)
Animated endlogo for film. Secondary version - vertical lock-up logotype against Scania Black background (Duration: 5 sec)
Voice, music and sound
The sounds added to a film can profoundly shape the experience of the Scania brand. Therefore, when recording a voice-over, selecting music, or adding sound effects to your film, always be mindful of Scania’s tone of voice.
Just like Scania’s image style is grounded in reality and never looks artificial or overly retouched, the sound added to a film should follow the same principles. Avoid adding unnecessary or overly expressive sound effects and ensure your voiceover sounds natural, sincere, honest and confident.
For music, make sure to match the content and tempo of the film with the style of music used. It is recommended to decide what music to use before editing starts.
N.B. Always ensure that you own the usage rights to the music you choose.
Finally, make sure that your teaser or explainer works without sound as well – sound is often turned off on social media, web, in store and workshop lounge display screens, etcetera.