2023-06-07 17:54:39
Vibra Energia launched a humorous campaign on social networks that shows influencers dancing inside the car while filling up at BR gas stations.
The little dance is to the sound of a reinterpretation of Bombathe classic by the Braga Boys band, which broke out across the country 23 years ago.
As these influencers – Lorena Improta, Paulo Victor Mapa, Maitê Souza and Jê Souza – have a legion of 16 million followers on TikTok, the video had more than 14 million views on the first day alone.
Even better: when filling up at the company’s gas stations, drivers began to do the little dance, film and post it on their networks, feeding back the impact.
The campaign – created by agencies Africa and PROS – marks the first time that Vibra advertises on TikTok, and is one of the first efforts by the new vice president of marketing, Vanessa Gordilho, to redirect the company’s investment to where it matters most: increasing the consumer’s interaction with the entire ecosystem of the service station, including the Premmia loyalty program, Lubrax lubricants, gasoline additives and BR Mania stores.
Two months into office, Vanessa, one of the recent appointments of CEO Ernesto Pousada, plans to transform the image of the former state company – a girlfriend whose breakup Petrobras has not yet accepted — into something less dour.
The next campaigns for Petrobras stations will follow the “fun” line, and influencers will be used “massively,” according to the company.
A former professional dancer who was vice president of sales at GetNet and worked in the business development area at Mastercard before heading up operator QSaúde, Vanessa says that Vibra’s marketing wants to bring the brand closer to customers.
“We don’t want to be just an advertiser, but have real engagement with consumers,” Vanessa told Brazil Journal.
In the last decade, Vibra saw its main competitor, Grupo Ultra, adopt a catchphrase that became part of the Brazilian vocabulary – with such success that even former Minister Paulo Guedes was called “post Ipiranga” in allusion to the iconic advertisement.
Not that the former BR Distribuidora did not make its marketing efforts. On the contrary: the company bet on big names like the narrator Galvão Bueno and the comedian Marcelo Adnet as poster boys, but never managed to make as much noise as the competitor’s pieces.
But do TikTok dances and millions of views translate into sales? Vanessa says yes.
“TikTok dictates fashions and trends and greatly dictates the profile of day-to-day consumption,” says the executive. “But our communication strategy will not stop there; we already have four actions programmed to test what connects and promote the company’s ecosystem.”
André Jankavski and Geraldo Samor
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