Insight

The typical forest owner is not so typical anymore. Forest owners as a group is diversifying rapidly and as a provider of forestry services you can no longer trust that your regular customers will carry your business.

Idea

We decided to make a switcheroo and go from information to communication. Instead of informing what SCA could do for you, we based our messages on what being a forestry owner today could mean for the people and their families behind the forest. The promise of a place of one’s own, a steady growing pension plan or the heritage you leave behind.

Impact

The campaign got positive feedback and SCA decided to keep the new approach and tone of voice and use it across all services.