{"id":2000,"date":"2023-09-13T10:55:02","date_gmt":"2023-09-13T13:55:02","guid":{"rendered":"http:\/\/anacouto.com.br\/?post_type=cases&#038;p=2000"},"modified":"2024-09-26T10:27:19","modified_gmt":"2024-09-26T13:27:19","slug":"clickbus","status":"publish","type":"cases","link":"https:\/\/anacouto.com.br\/en\/cases\/clickbus\/","title":{"rendered":"Clickbus"},"content":{"rendered":"<div style=\"padding: 56.25% 0 0 0; position: relative;\"><iframe style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" src=\"http:\/\/player.vimeo.com\/video\/963183513?background=true&amp;autoplay=1&amp;loop=1&amp;title=0&amp;byline=0&amp;portrait=0&amp;muted=1\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><script src=\"http:\/\/player.vimeo.com\/api\/player.js\"><\/script><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"http:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/03-scaled-1-1024x576.webp\" alt=\"\" class=\"wp-image-2003\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/03-scaled-1-1024x576.webp 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/03-scaled-1-300x169.webp 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/03-scaled-1-768x432.webp 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/03-scaled-1-1536x864.webp 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/03-scaled-1-2048x1152.webp 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"http:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/04-scaled-1-1024x576.webp\" alt=\"\" class=\"wp-image-2004\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/04-scaled-1-1024x576.webp 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/04-scaled-1-300x169.webp 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/04-scaled-1-768x432.webp 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/04-scaled-1-1536x864.webp 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/04-scaled-1-2048x1152.webp 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div class=\"wp-block-columns bloco_texto_cases is-layout-flex wp-container-core-columns-is-layout-7387b849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column bloco_texto_cases_1 is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading bloco_texto_cases_h3\">Strategy<\/h3>\n<\/div>\n\n\n\n<div class=\"wp-block-column bloco_texto_cases_2 is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">After extensive analysis, we understand that there is still consumer distrust in buying tickets online and that there is also significant frustration during the journey after the purchase. The fact is that traveling by bus can be much safer, more comfortable, and less stressful.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Along with the insights from the diagnosis, we delved into ClickBus&#039;s corporate growth strategy. And we understood that its frame of reference, based on its ability to deliver innovative solutions to its audiences, should evolve from a ticket marketplace to... <strong>A solutions platform for travelers, bus companies, and partners.<\/strong> With this model, ClickBus also has a more active role in the consumer journey and, by orchestrating its ecosystem, is able to address the pain points we&#039;ve identified among its audiences.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To further differentiate ourselves and gain recognition as a leader in a market with common codes and a young, fun language, we&#039;ve built a captivating, inclusive, and innovative personality that brings significant change to the segment as a whole.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">ClickBus makes its impact on the world clear when it takes over. <strong>The purpose is to enable unique and transformative moments by traveling by bus.,<\/strong> helping to enhance the experience, offering memorable moments and providing a better understanding of bus travel.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div style=\"padding: 56.25% 0 0 0; position: relative;\"><iframe style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" src=\"http:\/\/player.vimeo.com\/video\/963209087?background=true&amp;autoplay=1&amp;loop=1&amp;title=0&amp;byline=0&amp;portrait=0&amp;muted=1\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><script src=\"http:\/\/player.vimeo.com\/api\/player.js\"><\/script><\/div>\n\n\n\n<div style=\"padding: 56.25% 0 0 0; position: relative;\"><iframe style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" src=\"http:\/\/player.vimeo.com\/video\/963183609?background=true&amp;autoplay=1&amp;loop=1&amp;title=0&amp;byline=0&amp;portrait=0&amp;muted=1\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><script src=\"http:\/\/player.vimeo.com\/api\/player.js\"><\/script><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"http:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/07-scaled-1-1024x576.webp\" alt=\"\" class=\"wp-image-2005\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/07-scaled-1-1024x576.webp 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/07-scaled-1-300x169.webp 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/07-scaled-1-768x432.webp 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/07-scaled-1-1536x864.webp 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/07-scaled-1-2048x1152.webp 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"http:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/09-scaled-1-1024x576.webp\" alt=\"\" class=\"wp-image-2006\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/09-scaled-1-1024x576.webp 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/09-scaled-1-300x169.webp 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/09-scaled-1-768x432.webp 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/09-scaled-1-1536x864.webp 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/09-scaled-1-2048x1152.webp 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"http:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/10-scaled-1-1024x576.webp\" alt=\"\" class=\"wp-image-2007\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/10-scaled-1-1024x576.webp 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/10-scaled-1-300x169.webp 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/10-scaled-1-768x432.webp 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/10-scaled-1-1536x864.webp 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/10-scaled-1-2048x1152.webp 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div class=\"wp-block-columns bloco_texto_cases is-layout-flex wp-container-core-columns-is-layout-7387b849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column bloco_texto_cases_1 is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading bloco_texto_cases_h3\">Creation<\/h3>\n<\/div>\n\n\n\n<div class=\"wp-block-column bloco_texto_cases_2 is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Some of the existing ClickBus code was already strong and needed to be evolved to fit the new brand and overall visual and verbal identity.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The intention is for the brand to act as a platform that allows interaction with multiple types of content, without competing with them. The symbol alludes to a bus connecting one point to another, and also to two eyes that represent travel memories. The new brand brings more impact and dynamism, while improving its performance and gaining a charismatic personality.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The color purple takes on even more prominence, with a cleaner and more modern look without losing its charm.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The rest of the visual universe contributes to building this distinctive and iconic brand, alluding to Brazil and its destinations in a lighthearted way, but going beyond the journey of buying tickets itself.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">ClickBus is captivating, innovative, inclusive, and empowering. The intention of Universo Verbal is to translate these attributes into consistent spoken behaviors. Therefore, we construct the voice tones. <strong>\u201c&quot;He carries it with charisma,&quot;,<\/strong> A relaxed way of speaking that reveals the charm of journeys through Brazil; <strong>\u201c&quot;He talks about transformation,&quot;,<\/strong> more informative and that communicates the brand&#039;s differentiators and the <strong>\u201c&quot;Call everyone,&quot;,<\/strong> An engaging and inviting tone designed to resonate with the diverse realities of travelers.<br>Together, we appropriated the &quot;click&quot; as an intelligent resource, conveying the idea of a change of state within the context, the insight of a correct choice. Hence, verbal expressions such as <strong>\u201c&quot;Let&#039;s celebrate Carnival in Ouro Preto. Trips departing from Belo Horizonte with Click&quot;; Many hours at the ticket counter turned into a few clicks on the app.\u201d<\/strong> e <strong>\u201c&quot;Backpacking, meeting, or big concert: ClickBus is for every destination&quot;\u201d<\/strong> which embody in their voice a humorous, solution-oriented, and distinctly Brazilian brand.&nbsp;<\/p>\n<\/div>\n<\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"http:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/11-scaled-1-1024x576.webp\" alt=\"\" class=\"wp-image-2008\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/11-scaled-1-1024x576.webp 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/11-scaled-1-300x169.webp 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/11-scaled-1-768x432.webp 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/11-scaled-1-1536x864.webp 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/11-scaled-1-2048x1152.webp 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div class=\"wp-block-columns bloco_texto_cases is-layout-flex wp-container-core-columns-is-layout-7387b849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column bloco_texto_cases_1 is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading bloco_texto_cases_h3\">Communication<\/h3>\n<\/div>\n\n\n\n<div class=\"wp-block-column bloco_texto_cases_2 is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">To bring our strategy to life and demonstrate the transformative power of travel, we start with the reality of each audience.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In segmenting communication clusters, we consider everyone from people who don&#039;t travel by bus to those most engaged with buying tickets online, and we also take into account bus companies and other travel partners.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For all of them, Clickbus stands out. Therefore, we define its differentiating factors as follows: when planning, it offers more destinations, routes, and schedules. When buying, the convenience of resolving everything with a single click. And when traveling, the comfort of going worry-free, in addition to boosting its partners&#039; businesses with technology and management solutions.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Being the only company with so many destinations in Brazil and facilitating access to bus travel, we emphasize how every trip can be transformative, and we consider experiences of Brazilian culture and the traveler&#039;s lifestyle as strategic territories, along with the territory of innovation, related to how bus travel can be a cutting-edge experience.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This makes even more sense in a context where Brazilians want to travel again, get to know Brazil better, but are concerned about the cost of travel. Furthermore, when the category is used, it restricts travel to a vacation period, with a beginning, middle, and end, but not to what happens to the traveler: life-changing experiences, whether they occur during vacations or any other trips: to visit family, for an appointment in another city, to change address.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Therefore, our narrative needed to emphasize more than just the tourist destination of the trip. What matters most is who we become after traveling, because many transformations occur in our lives when we travel. And so, we are no longer the same: apprehension turns into courage, a visit becomes home, distance becomes a meeting, chance becomes family.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Therefore, to summarize Clickbus&#039; value proposition, we arrive at the tagline... <strong>\u201c&quot;Traveling changes you.&quot;\u201d<\/strong> \u2013 an expression that is part of the life of those who enjoy hitting the road. Here, it means that we are transforming the way people travel, both for the segment and for the passengers, while encouraging everyone to experience the transformations that every trip brings.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To materialize these transformations in communication, we leveraged a resource very familiar to travelers: the departure and destination fields on travel platforms, but going beyond the geographical aspects of origins and destinations. We focused on people&#039;s life experiences, ranging from &quot;single to happily married,&quot; &quot;pre-university student to freshman,&quot; &quot;from a native of Minas Gerais to a Carioca at heart,&quot; transformed after a trip.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With the goal of broadening the reach of this message, the media and networking strategy followed the principles of connecting ClickBus to partners that make the travel experience more transformative (streaming services, food clubs), exploring digital media with intelligent segmentation, considering the traveler&#039;s style, life stage, and purchasing behavior, and leveraging traditional media, such as television, to increase awareness of the new positioning.&nbsp;<\/p>\n<\/div>\n<\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"http:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/13-scaled-1-1024x576.webp\" alt=\"\" class=\"wp-image-2009\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/13-scaled-1-1024x576.webp 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/13-scaled-1-300x169.webp 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/13-scaled-1-768x432.webp 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/13-scaled-1-1536x864.webp 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/13-scaled-1-2048x1152.webp 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"http:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/14-scaled-1-1024x576.webp\" alt=\"\" class=\"wp-image-2010\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/14-scaled-1-1024x576.webp 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/14-scaled-1-300x169.webp 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/14-scaled-1-768x432.webp 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/14-scaled-1-1536x864.webp 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/14-scaled-1-2048x1152.webp 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"http:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/15-scaled-1-1024x576.webp\" alt=\"\" class=\"wp-image-2012\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/15-scaled-1-1024x576.webp 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/15-scaled-1-300x169.webp 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/15-scaled-1-768x432.webp 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/15-scaled-1-1536x864.webp 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2024\/06\/15-scaled-1-2048x1152.webp 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"padding: 56.25% 0 0 0; position: relative;\"><iframe style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" src=\"http:\/\/player.vimeo.com\/video\/963183694?background=true&amp;autoplay=1&amp;loop=1&amp;title=0&amp;byline=0&amp;portrait=0&amp;muted=1\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><script src=\"http:\/\/player.vimeo.com\/api\/player.js\"><\/script><\/div>\n\n\n\n<div style=\"padding: 56.25% 0 0 0; position: relative;\"><iframe style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" src=\"http:\/\/player.vimeo.com\/video\/963183730?background=true&amp;autoplay=1&amp;loop=1&amp;title=0&amp;byline=0&amp;portrait=0&amp;muted=1\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><script src=\"http:\/\/player.vimeo.com\/api\/player.js\"><\/script><\/div>","protected":false},"template":"","tags":[],"wp_pattern_category":[],"categorias_de_cases":[11,17,22],"class_list":["post-2000","cases","type-cases","status-publish","hentry","categorias_de_cases-comunicacao","categorias_de_cases-estrategia","categorias_de_cases-marca"],"_links":{"self":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/cases\/2000","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/cases"}],"about":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/types\/cases"}],"version-history":[{"count":1,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/cases\/2000\/revisions"}],"predecessor-version":[{"id":14607,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/cases\/2000\/revisions\/14607"}],"wp:attachment":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/media?parent=2000"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/tags?post=2000"},{"taxonomy":"wp_pattern_category","embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/wp_pattern_category?post=2000"},{"taxonomy":"categorias_de_cases","embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/categorias_de_cases?post=2000"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}