Buffon is a fuel supplier with more than 30 years of history, operating in Rio Grande do Sul and Santa Catarina.
The challenge
Over the years, marketing attention and investment had gone to points of sale and network expansion. In partnership with Jazz, Buffon invested for the first time in a strong market-facing campaign to celebrate the brand's 30th anniversary. The goal: increase awareness and recognition to gain competitiveness in a fiercely contested market.
The campaign
We built a narrative that highlights human values, putting people front and center under the positioning Fueling the good side of life for 30 years. The commercial starred actor Erik Marmo with his family and ran on television, radio, out-of-home media and social channels, with brand presence in the broadcasts of Brazil's biggest motorsport races.
The results
In three months of campaign, market share grew by roughly 6%. A remarkable gain for a commodities market dominated by major players, achieved during a challenging pandemic year.
+6%
market share in 3 months
7 mi
TV commercial impressions
23,2 mi
radio impressions
11,2 mi
unique people reached on social media
O projeto envolveu
- 30th anniversary campaign creation
- TV commercial
- Billboard art with the campaign identity
- Rollout across social media and WhatsApp
- Seasonal date activations
- Digital ads for growth and traffic
