Campaign includes film, created by Farofino agency, out of home media, action with influencers, among others
Logfintech Strada has launched its first advertising campaign. The film, created by the Farofino agency and produced by Até o Fim and Sound Design, entitled “Strada is yours”, aims to generate an emotional connection between bulk truck drivers and the company and promote identification, recognizing and valuing their work. The protagonist of the film is a real driver, who knows the reality of the profession and uses the app.
“We are in a new phase of the company, in which we want to listen and connect more with the main stakeholder in our process: the truck driver. That is why we launched a campaign with an emotional tone. And we have messages where we show the size of our operation to all B2B audiences”, says Rodrigo Koelle, CEO of Strada.
The media planning will focus more on publicizing the campaign in the state of Mato Grosso, but the action will impact all of Brazil. The launch took place last Sunday (1) through sponsorship from Globo Rural, and with a one-minute film during the Fantástico program on TV Globo, in Mato Grosso. A 30-second film is also scheduled to be shown on the channel’s main programs.
The strategy also includes out-of-home media on the main routes used by drivers transporting grain harvests from Mato Grosso to the country’s ports, mainly the port of Santos and the airport in Cuiabá. The campaign also includes influencers who are truck drivers and will post on their social media accounts until the end of the year.
“This is an emblematic campaign for Farofino, not only because of the complexity of the business and because it has so many different audiences, but also because of the fluidity in implementing processes and the day-to-day operations of an incredible partnership. Do you know when the client and agency teams are involved, motivated and proud of the result? This has a lot to do with our proposal to be a strategic partner of the business”, says Patricia Marco, founder and strategy director of Farofino.
