Out-of-home media action is part of the second phase of the brand repositioning campaign
Buser and Eletromidia teamed up for an out-of-home media campaign on Avenida Paulista, in São Paulo, with the phrase “If Busão took you anywhere, where would it be?”. The initiative consists of a scenic bus, which complements a fully enveloped bus shelter.
The action is part of the second phase of Buser’s repositioning campaign, which began in June, under the motto “Your path matters”, which seeks to bring the traveler and freedom of choice ahead of price. At this stage, the brand focuses on reinforcing product attributes considered fundamental, such as 24-hour service and easy rescheduling and cancellation.
In addition, the campaign also includes advertisements on street furniture in other neighborhoods in São Paulo, in addition to investing in OOH media in Campinas, Belo Horizonte, Ribeirão Preto and São José dos Campos.
“We spent months researching in depth the habits of travelers, including those who use websites and apps, and those who buy at counters. We realized that the attributes that matter most to consumers are trust, which means both consistency in service and support efficiency and flexibility in booking management. This is what we are trying to convey in this new stage of the campaign, with our presence in media that allows us to be close to the user in various consumption environments”, says Luiza Guimarães, marketing director at Buser,
