The company

Buffon is a fuel supplier with more than 30 years of experience.

Sector: The Fuel Industry

Area of Activity: Rio Grande do Sul and Santa Catarina.

 

 Our challenge

Over the years, all of the attention and marketing investment had been in the points of sale and the structure and expansion of the chain.

Buffon invested, together with Jazz, in a strong campaign for the market for the first time, to celebrate the brand’s 30th anniversary.

The challenge was to increase brand awareness and recognition, to improve competitiveness in an extremely competitive market.

The campaign was based on commercials on television, radio, outdoor media and social media.

 

We focused on a narrative that enhanced human values and put people in the spotlight. The actor who starred in the commercials was Erik Marmo (who has featured in several soap operas on the Globo Network), together with his wife and children, and other actors.

We showed the importance of positive energy, and emphasized the motto – “Fueling the good side of life for 30 years”.

Headline: Take a look at our 30 sec. campaign video

Our Project involved: 

• Campaign to celebrate Buffon’s 30th anniversary
• Creating a Campaign Commercial
• Billboard in the style of the Campaign
• Feeding the Base (publicity campaign on social media and WhatsApp)
• Publicity on Social Media (Facebook; Instagram; LinkedIn)
• Activity for significant dates
• Creating ads to increase social media followers/likes and ads to increase traffic to the brand’s website

 

Social media:

Our posts were focused on ensuring the branding reached plenty of people, increased recognition and ensured the public was familiar with the brand We also promoted Buffon in commercials for the biggest motorsport races (F1; the Copa Truck and the Stock Car series), as well as important dates and corporate activities.

Results of the 30th Anniversary Campaign in Figures

Period: January/2021 to March/2021 (3 months)

An approximate 6% increase in market share.

A significant increase for the commodities market, which involves major players. It is also worth noting that the increase took place during a difficult year due to the Covid-19 pandemic.

Television commercial: 7,091,739 hits

Radio commercial: 23,277,096 hits

20,152,366 hits on social media

A reach of 11,264,539 unique people on social media

New followers in 3 months: 2,685 followers