The bus startup debuts on open TV with films that have different approaches to each of the squares
Buser announced the launch of a campaign focused on its three main customer areas, So Paulo, Rio de Janeiro and Minas Gerais.
In each state, the company will present different pieces with the aim of generating a greater connection with the public in each square.
In the film that debuts on free-to-air TV, the brand brings as its main message the diversity of stories in So Paulo and how Buser can be their common thread by enabling a new way of traveling. Set on a real bus, the play features an artist who pretends to be a rapper. At the end, it ends with a phrase that says that SP is a trip and to make yours, you have to open the app. You can board the Buser, our story will not stop.
São Paulo is always a very interesting square with many opportunities that justify entering with a personalized communication. The objective here is to reinforce knowledge and consideration of our brand, hence the idea of creating a film designed for it, exploring a lot what is common between Buser and the passenger from São Paulo, said Flavia Oliveira, director of Marketing at Buser.
The campaign, which was inspired by user behavior research in partnership with external consultants, was produced internally by Buser’s in-house agency.
In the same week that the film opens in So Paulo, Buser also airs the campaign in Minas Gerais, with a film that focuses on the benefits of the product. Using a studio as a backdrop, the film features an actress alongside a character already known to the brand, the pink dummy, and a voiceover that highlights that Buser is the easiest way to travel.
Minas is a strategic square with which we have a history. That’s where we were born and, after So Paulo, it’s the state with the highest volume of customers: there are more than 2 million people. Our users from Minas Gerais know our brand better and understand our cause better, which is why the strategy of focusing on a campaign focusing on the product’s attributes, whether to speak with people from Minas Gerais in the capital or with travelers from the interior, says Flavia.
In addition to the films on TV, with a special package on Globo’s local schedule, there will be releases in different digital formats, with advertisements on websites and social networks. In the next phase, the campaign will have a specific version for Rio de Janeiro, which is still in production and should debut in March.