{"id":12553,"date":"2023-03-14T13:42:40","date_gmt":"2023-03-14T16:42:40","guid":{"rendered":"http:\/\/legacy.anacouto.com.br\/?post_type=cases&p=12553"},"modified":"2024-09-26T10:35:18","modified_gmt":"2024-09-26T13:35:18","slug":"icarros","status":"publish","type":"cases","link":"https:\/\/anacouto.com.br\/en\/cases\/icarros\/","title":{"rendered":"ICARROS"},"content":{"rendered":"
\"ICARROS\"\/<\/figure>\n\n\n\n
\"\"\/<\/figure>\n\n\n\n
\n
\n

Strategy<\/h3>\n<\/div>\n\n\n\n
\n

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.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

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.<\/p>\n<\/div>\n<\/div>\n\n\n\n

\n
\n

Brand<\/strong><\/h3>\n<\/div>\n\n\n\n
\n

The new \u201cicarros\u201d brand needed to reflect its personality and build a connection with the Ita\u00fa 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.<\/p>\n\n\n\n

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.<\/p>\n<\/div>\n<\/div>\n\n\n\n

\"\"\/<\/figure>\n\n\n\n
\"\"\/<\/figure>\n\n\n\n
\n
\n

Creation<\/h3>\n<\/div>\n\n\n\n
\n

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

\n
\n

Strategy<\/h3>\n<\/div>\n\n\n\n
\n

The first step in the brand's communication strategy was to map its most relevant audiences, which include the ecosystem.\u00a0iCarros<\/strong>; 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.<\/p>\n\n\n\n

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 Ita\u00fa service hub that simplifies the driver's daily life; and the connection between buyers and sellers of vehicles throughout Brazil.<\/p>\n\n\n\n

We already knew who we were going to talk to and what needed to be communicated, so we needed to find the message that...\u00a0iCarros\u00a0<\/strong>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.<\/p>\n\n\n\n

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\u2026 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.<\/p>\n<\/div>\n<\/div>\n\n\n\n

\"\"\/<\/figure>\n\n\n\n
\"\"\/<\/figure>\n\n\n\n
\n
\n

Creation<\/h3>\n<\/div>\n\n\n\n
\n

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.<\/p>\n\n\n\n

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 \u2013 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.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

In the art direction, we used proprietary elements from Ita\u00fa, such as the color orange and the Ita\u00fa Display font, bringing it closer to... iCarros <\/strong>Ita\u00fa'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.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

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?".<\/p>\n\n\n\n

An "iiiiintegrated" communication campaign that launches a powerful brand in an original way, with strong icons and anchored in connection with people.<\/p>\n<\/div>\n<\/div>\n\n\n\n

\"\"\/<\/figure>\n\n\n\n
\n