Industrial High School

Background

The battle to get young people's attention has been a challenge for high schools during recent years. All schools try to find their unique profile, aiming to attract more students. The number of applications to get into the Scania Industrial High School had decreased. The school had well-tried methods and ways to find their target group, but the message needed some brushing up to beat the trend of a diminishing number of applicants.

Challenge

The objective was to find a fresh tone and approach which really could reach the target group and also communicate the strength of the Scania brand. They wanted to present the actual education content and the fact that it always led to an actual job when completed.

Solution

The campaign “Scania Industrial Senior High School - for real” was the solution, which was realized in film, radio, Internet, folders, posters, and ads.