In the month that celebrates five years of history, Buser, the largest Brazilian bus travel intermediation platform, promotes a series of special actions to give gifts to travelers in the country. Throughout the month will be on the air “5 years Buser” promotion, which will give away 1 year of free travel for five participants. The action also provides for the drawing of weekly kits, with personalized gifts from the brand and travel vouchers worth R$ 500.00.
To engage the São Paulo public to participate in the promotion, the brand holds a fun activation and full of gifts on Avenida Paulista, in Sao Paulo. Anyone passing through the Shopping Cidade São Paulo gap will find a giant suitcase (5 meters wide by 5 meters long). After registering, the participant can dive into the suitcase and guarantee a special gift. To do so, you must post a photo and tag @buser. The action takes place every Sunday in July, from 10 am to 6 pm. Both the activation and the five-year promotion are produced by Estalo, a 360° marketing agency.
Flavia Oliveira, Marketing Director at Buser, spoke about the action:
“This year is very special for us. For five years we have revolutionized the experience of traveling by bus across the country, managing to democratize a market that historically has always been very concentrated in the hands of a few companies. Therefore, in the month of our anniversary, we wanted to create an activation to increase the number of people who benefit from the advantages brought by our platform. The promotion is open to everyone, both for those who are already part of the 7.5 million customer base who already travel with us, and for those who want to board now.”
When registering, the participant receives a lucky number, which will be used in the weekly draws and/or in the final draw, which can guarantee 1 year of free travel. Those who want to increase their chances of winning can refer friends to participate in the promotion (each referral is worth one more lucky number) or buy and take a trip through Buser in July (each trip guarantees two more lucky numbers).
To encourage participation in the campaign, in addition to street activation, Buser created a promotional video that is being broadcast on all the brand’s social networks. The material bets on good humor and is presented by a customized Buser “Dummy”. It is an actor dressed entirely in the brand’s characteristic pink and who has participated in recent campaigns, such as Valentine’s Day. Flavia still finishes:
“Promotional films tend to be more retail-focused and lose some of the creative side. Here, the idea was to build something engaging, with the power to make the person stop the feed to watch and, at the same time, encourage them to participate in the promotion. In addition, by producing the material in-house, we guarantee creative efficiency, by being able to create unique items for the film, such as, for example, the soundtrack – which even features sound effects captured on site on a bus.”
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