Vibra’s action will give calangos plush to customers who complete a virtual challenge
Lu and Brás, mascots of Petrobras Stations, became collectible plush toys. Consumers who make payments through the Premmia app, at gas stations, BR Mania stores and Lubrax+ lubrication centers can participate in the action.
Roda Trade, a Holding Clube agency, developed the concept and mechanics of Vibra’s action, including the puzzle in the Premmia app. Africa Creative was responsible for the advertising campaign and created the films ‘Fofurices’ and ‘Garra’.
To redeem a plush, the consumer needs to complete a 12-piece virtual puzzle on the Premmia app. For every R$50 in refueling at Petrobras stations or in automotive services at Lubrax+ stores, or even R$30 in purchases at BR Mania, a game piece is generated. Customers who make payments on the app for the first time have three extra pieces on their initial purchase.
In total, six pieces can be purchased daily per CPF, with each participant being able to complete up to two puzzles and redeem up to two plush toys throughout the activation, which takes place between October 17th and November 15th throughout the country.
“Our mission is to continue to bring to life Lu and Brás, these adorable and charismatic characters who not only represent the spirit of Petrobras Stations, but also Brazilianness with their colors and energy. Now, in their plush versions, customers will be able to take this duo home, which we believe will be a great success, as it takes advantage of the hot moment of the return of the famous plush catching machines”, concludes Renato Broggin, co-COO of Africa Creative.
A-Lab will take care of the always-on actions and promotions of the campaign on the networks, with fun and unusual content and Brivia is responsible for the programmatic front, with content for the Premmia app. In addition to the film, the campaign features OOH media and actions are also planned on flights, in partnership with an airline, which will take Lu and Brás across the country. On the networks, the promotion will be carried out by influencers, led by PROS, with names such as Matheus Costa and Lucas Rangel.
There will also be an itinerant trade marketing activation that will take Lu and Brás plush machines to stations in the cities of São Paulo, Rio de Janeiro, Curitiba, Belo Horizonte, Goiânia and Fortaleza.
