Strategy

The diagnostic investigation involved in-depth interviews with company executives and partners, as well as focus groups and quantitative research with potential consumers and users, and market and competitor analyses.

Throughout the entire process, examining the lessons learned, one important brand strength stood out: the corporate culture and the team's relationship with the organization. Furthermore, we identified a significant market need: a journey that helps people navigate this market, supporting them from the very beginning.

Our experiences led us to an insight: the moment of buying a car is a pivotal moment, important for people. We understood that with an easy, reliable, and accessible experience, iCarros could encourage people to take a big step in their lives. Thus, iCarros embraced its purpose of "Guiding people's desire for movement," inspiring that passion that drives life.

Brand

The new “icarros” brand needed to reflect its personality and build a connection with the Itaú brand. We knew that, with the segment navigating in the blue territory, we needed a new color that could be more easily associated with icarros. And in this context, orange answered both challenges. In addition, we used purple to highlight the vibrant personality and gray to reinforce the brand's credibility.

And to reinforce our purpose, we rely on a visual universe that reinforces movement through typography, photography, and illustrations. The verbal universe gives consistency to the new personality with tones of voice that emphasize the energy of movement, the art of storytelling, and the ability to explain everything in an easy way.

Creation

We had already built the brand's branding strategy. But now, how to launch it? iCarros To become a benchmark when it comes to advertising, buying, or financing a motor vehicle?

Strategy

The first step in the brand's communication strategy was to map its most relevant audiences, which include the ecosystem. iCarros; small and medium-sized businesses and dealerships that sell on the platform; opportunity sellers who also seek deals to buy; insecure buyers who conduct thorough analyses of platforms and vehicles; buyers passionate about vehicles; those concerned about environmental issues; and app drivers and delivery people who seek more economical vehicles.

With such a broad and diverse audience, it was crucial to understand their needs in order to identify the brand's differentiating factors that would stand out to them. Therefore, based on focus groups with different profiles and an analysis of all competitor offerings, we arrived at the elements that would differentiate the brand in its business and communication: the security to close the best deals; the ease of finding the ideal vehicle for any need; the Itaú service hub that simplifies the driver's daily life; and the connection between buyers and sellers of vehicles throughout Brazil.

We already knew who we were going to talk to and what needed to be communicated, so we needed to find the message that... iCarros It would happen at the launch of the new brand. The competition, in general, used rational and similar arguments, talking about a "new way" or the "smart way" to buy and sell vehicles.

Instead of being just another brand talking about itself, it was essential to connect with people. After all, buying or selling a vehicle is always connected to a greater desire for movement in life: buying a car for adulthood after passing driving school, choosing an economical model to drive for work… Or even selling the vehicle to fulfill another, bigger dream, whether it's putting a down payment on a house or even backpacking around the world. Our lives are in motion, and vehicles are part of that. Therefore, our purpose of guiding people's desire for movement takes shape in a narrative that highlights the role of vehicles in the movement of each person's life.

Creation

In the brand's communication, this insight materializes in the tagline "iCarros. Makes life roll.", which translates into a campaign with 30" and 15" films, 6" vignettes, OOH and digital advertising.

In the films, the "i" in the brand name takes center stage through the celebratory expression "iiiii!", each time the characters face a life-changing situation, such as: getting a driver's license and finally being able to buy their first car; receiving the news that their family will grow more than expected because twins are on the way – requiring a change to a larger car; or even having a mortgage approved and then selling their car to make a down payment. Upon receiving each "news," the characters immediately begin a search for cars connected to their needs: a compact car for leisure, an SUV for the large family, or selling their current car.

An important element used here are the search terms "compact car", "SUV car" and "sell my car", which were carefully chosen from research, as they are relevant search terms for the target audience.

In the art direction, we used proprietary elements from Itaú, such as the color orange and the Itaú Display font, bringing it closer to... iCarros Itaú's image is also visually distinctive, in a minimalist and modular environment that transforms with each situation, incorporating elements that reflect people's lives, from an ultrasound room to a driving school's test circuit.

The films conclude with a twist showing the characters' lives in motion, as the tagline "Keep life rolling" announces: the driving school car transforms into a compact car for hanging out with friends, the couple's small car transforms into an SUV with twins in the back seat, and a pickup truck transforms into a house.

Finally, a sound jingle was created to reinforce the "iiii" in a modern and attractive way, so that the brand grabs attention and becomes ingrained in people's minds. In OOH and digital ads, the "iiiii" is also highlighted in words such as: "looking for an iiiiincredible car?" or "selling your car to iiiiinvest in a dream?".

An "iiiiintegrated" communication campaign that launches a powerful brand in an original way, with strong icons and anchored in connection with people.

Media

To bring the creative communication strategy to life, influencers with diverse lifestyles were selected to leverage identification and closeness with the brand's various audiences. The complementarity of channels strengthens the strategy, which expands across all touchpoints with a mix of media that drives the narrative on social networks, while also becoming content material in standalone media formats on broadcast TV, as well as brand snippets with visibility in street furniture and digital media.

The media strategy and execution brought to the communication a complete journey of coverage, reach, and impact at all points of contact between the brand and the end consumer, whether they are a potential buyer or a partner seller.