Buser launches new positioning to show that 'Your Path Matters'

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A Buser, a bus travel platform with more than 11 million customers, is launching a new positioning that reinforces customer care, putting the traveler and innovation first. Known for its pioneering model of intermediating charter trips using technology, startup revolutionized the market with prices up to 60% lower than those charged at bus stations. Now, Buser wants to establish itself as a technological mobility platform (mobitech), constantly innovating within the category.

To mark this new moment, the company launches the ‘Your path matters’ campaign. The communication emphasizes that traveling is more than just getting from one point to another, but rather a unique and meaningful experience that should be accessible to everyone. The film invites people to reflect on their choices and the freedom to choose the best path. Visual elements highlight the human being, placing travelers at the center and reinforcing essential attributes such as 24-hour service and ease of rebooking and cancellation.

“Within this new concept, we want to empower travelers and show that they don’t need to be tied to social conventions and old models. The idea here is to encourage users to choose their own path and follow it, whatever that path and travel model may be. Our goal is to make Brazilians travel more and better, offering what travelers want and need, regardless of whether they are traveling alone or in a group, or whether they are leaving from the bus station or another boarding point closer to their home,” says Luiz Benicio, Revenue Director at Buser, a department that includes the Marketing area.

Buser’s new approach focuses on three main pillars:

Travel Smart | Use of technology and innovation to make travelers’ lives easier, making the experience practical and safe;
Human Travel | Alignment of expectations, empathy and 24-hour humanized support to ensure real connections during travel;
Democratic Travel | Freedom of choice for everyone, ensuring travel is affordable.

With this strategy, the company intends to consolidate itself as a mobitechoffering not only competitive prices, but also a travel experience with purpose, technology and convenience.

Founded in 2017, Buser was created to democratize access to transportation. With collaborative chartering, the company offers much lower prices to users, with a model that boards outside the bus station and uses the app to facilitate the management of reservations. Between 2020 and 2022, bus tickets became up to 61% cheaper thanks to the competition generated by Buser, according to data from Check My Bus, a bus ticket search platform present in 80 countries.

In addition to collaborative chartering, Buser has been diversifying its offerings, operating in other mobility fronts, such as ticket resale in partnership with bus companies that operate regular routes. This segment already accounts for approximately 20% of the company’s total revenue, coexisting harmoniously and complementary with the first model.

It is in this context of serving as a hub access to smart travel that the brand’s new positioning emerges. To create the new strategy, Buser conducted a series of surveys with platform travelers and bus station users who are still used to buying at the ticket office to understand the consumer’s purchasing profile and behavior.

“We realized that the attributes that matter most to consumers are trust, which means consistency in service, efficient support and flexibility in booking management, as well as transparency in communication,” adds Benicio.

The communication of the rebranding Buser’s campaign is already being broadcast on open TV, on Globo, and online media. There are also other complementary actions, such as investment in media out of home in points in São Paulo (SP) and activation with influencers, such as the journalist Big Palma and the surfer Peter Scooby.