Present in Brazil for more than two years, the OXXO proximity markets network generated a lot of movement and curiosity, mainly in the digital environment, due to its rapid expansion and also due to doubts about how to pronounce its name correctly. Taking advantage of the spontaneous buzz and popularity achieved on social networks, the Mestiça agency, responsible for the brand’s advertising, created a campaign to present the new façade of the units, which bears the name OXXO written as if it were in Portuguese.
With the slogan “If you say “ó-quis’sô”, but you can call it whatever you want”, the communication action uses marketing strategy to inform the consumer who has doubts about the correct pronunciation.
Paulo Sanna, CEO/CCO of MestiçaExplain:
“We took advantage of the hype generated by a wave of comments to address the matter, and of course, more important than explaining the pronunciation of a company’s name, is showing how the consumer will be received by it. Therefore, we also show the quality and concern of the brand in offering the best service, always trying to be close to the customer.”
Camila Assis, Head of Marketing at Grupo Nósit says:
“The initiative comes at an important moment for the brand, which already has established bases in the state of São Paulo and, therefore, is recognized not only by consumers and fans, but also by people in general. OXXO is very present, which further reinforces its value proposition, which has proximity as its main pillar. Still according to her, the purpose of the campaign, which is to inform, is being fulfilled, even if many people still continue to pronounce the brand name in the way they used to or that they find easier.”
The campaign consists of a film and will continue with digital reinforcement over the next few months, seeking to establish this dialogue with the public, building “increasing proximity” with its customers and entering the daily life of social networks. Check out the movie:
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