The Farofino agency created the first advertising campaign for LogFintech STRADA, a logistics company that offers financial products and services through technology and whose partners include large agribusiness trading companies, such as Amaggi, ADM, Cargill and LDC.
STRADA is a platform aimed at B2C and B2B customers (shippers, carriers, fleet owners and accredited gas station networks) and an app for drivers. It is the only one that serves the entire logistics chain for grain transportation, from end to end, as a shared intelligence network, as it connects the entire logistics ecosystem, a fact that allows its customers access to better deals, with greater agility, precision in decision-making and greater profitability.
STRADA’s operations in the agribusiness industry involve 5 million tons of grains moved per month, more than 400 thousand monthly downloads of its apps, more than 200 thousand requests per month, exceeding the number of 100 thousand monthly shipments. Its app receives more than 20 thousand views of offers per day.
The brand’s debut in the media, with the campaign entitled “A STRADA é sua” (The Road is Yours), aims to generate an emotional connection between drivers of bulk trucks (who transport grains) and the company, and also to promote their identification, recognizing and valuing their work, which is often practically invisible in the market. The protagonist of the film is a real driver, who knows the reality of the profession and uses the app.
“We are in a new phase for the company, where we want to listen to and connect more with the main stakeholder in our process: the truck driver. That is why we launched a campaign with an emotional tone. And we also have messages that show the size of our operation to all B2B audiences”, says Rodrigo Koelle, CEO of STRADA. “The concept ‘Strada is yours’ fits perfectly with the new moment of the brand”, reinforces Koelle, revealing that the company has new products to present to the market by the end of the year.
David Kang, Head of Growth and Marketing at Strada, says that the campaign’s theme (‘STRADA is yours’) arose from the recognition that no one knows the country’s highways better than drivers and knows the problems they face on a daily basis. He emphasizes that the brand makes life easier for all professionals in the agribusiness grain transportation logistics ecosystem, bringing more predictability, organization, digitalization and profitability to their work. “The campaign, in various media, covers the entire logistics ecosystem and generates value for all B2B audiences in the segment, who connect with each other and with drivers,” he adds.
The media plan focuses more on the campaign’s broadcasting in the state of Mato Grosso, where most of the country’s agribusiness transportation is carried out, but the campaign will reach all of Brazil. The launch took place this Sunday, September 1st, through sponsorship from Globo Rural, and with a one-minute film during the Fantástico program on TV Globo – Praça MT. A 30-second film is also scheduled to be broadcast on the network’s main programs.
It also includes Out-Of-Home media on the main routes used by drivers transporting grain harvests from Mato Grosso to the country’s ports, mainly the port of Santos and the airport in Cuiabá, with ads aimed at the B2B public (shippers, carriers and fleet owners); sponsorship of the Globo Rural program (TV Globo); and a digital campaign for both B2C and B2B audiences. The campaign also includes influencers (truck drivers) who will post on their social media channels until the end of the year.
“We are very happy with this campaign and its multiple approaches, from the emotional one for drivers to those that show Strada’s impressive numbers to the B2B audience. We believe that this is just the first step towards the category’s Top of Mind”, adds Romolo Megda, Founder and Creative Director of Farofino.
According to Patricia Marco, Founder and Strategy Director at Farofino, “This is an emblematic campaign for Farofino, not only because of the complexity of the business and the fact that it has so many different audiences, but also because of the fluidity in implementing processes and the day-to-day operations of the account, with an incredible partnership. Do you know when the client and agency teams are engaged, motivated and proud of the result? This has a lot to do with our proposal to be a strategic partner for the business”, concludes Patrícia.
