{"id":9218,"date":"2021-05-18T17:34:26","date_gmt":"2021-05-18T20:34:26","guid":{"rendered":"http:\/\/legacy.anacouto.com.br\/?post_type=cases&#038;p=9218"},"modified":"2024-09-26T14:04:34","modified_gmt":"2024-09-26T17:04:34","slug":"ultragaz","status":"publish","type":"cases","link":"https:\/\/anacouto.com.br\/en\/cases\/ultragaz\/","title":{"rendered":"ULTRAGAZ"},"content":{"rendered":"<div class=\"remove-bottom-space\" 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\/552001252?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 class=\"remove-bottom-space\" 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\/552130545?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 alignfull size-full remove-bottom-space\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-1.png\" alt=\"\" class=\"wp-image-15571\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-1.png 1920w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-1-300x169.png 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-1-1024x576.png 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-1-768x432.png 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-1-1536x864.png 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-1-18x10.png 18w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/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\">The entire process was conducted in a co-creative manner with the Ultragaz executive team. Hands-on work. Everyone in the same (virtual) room, discussing and refining the strategy, building a single path forward.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">From the outset of the assessment, we understood that Ultragaz had significant equity interests that needed to be taken into account for the project.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The color blue, the gas cylinder, the truck, and the music are just some examples of this brand&#039;s strength across Brazil.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To design the strategy, we spoke with executives, end customers, corporate clients, and resellers. This investigation, one of the largest surveys ever conducted by the company, yielded conclusions that formed the basis of our strategy: a strong, reliable, and well-known brand, with capillarity as a major differentiator, but with the opportunity to consolidate itself as an energy brand that resonates well with both end consumers and corporate clients and resellers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It also became evident how important resellers are as strategic partners in building the desired proximity to the end consumer: they are the extensions where the brand cannot reach.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To support the entire process, we streamlined and organized the portfolio, positioning energy solutions as the common thread in our offering. Furthermore, we unified the sub-brands, focusing on building value for Ultragaz as a whole.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Based on the purpose already built and consolidated internally, &quot;To use our energy to change people&#039;s lives,&quot; and the strength of its reach, we built a brand with a modern, human, and innovative personality for Ultragaz to take its next step, expanding its focus from gas to energy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To achieve this, we&#039;ve built experience guidelines that strengthen a memorable journey for both B2B clients and end consumers and resellers, reinforcing attributes of innovation, proximity, convenience, and practicality.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">All these aspects are reflected in the new positioning message, which highlights Ultragaz&#039;s history of relevance in the lives of Brazilians and its ability to evolve, summarizing its new phase with the tagline &quot;combining energies&quot;.<\/p>\n<\/div>\n<\/div>\n\n\n\n<figure class=\"wp-block-image alignfull size-full remove-bottom-space\"><img decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-2.png\" alt=\"\" class=\"wp-image-15572\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-2.png 1920w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-2-300x169.png 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-2-1024x576.png 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-2-768x432.png 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-2-1536x864.png 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-2-18x10.png 18w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image alignfull size-full remove-bottom-space\"><img decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-3.png\" alt=\"\" class=\"wp-image-15573\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-3.png 1920w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-3-300x169.png 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-3-1024x576.png 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-3-768x432.png 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-3-1536x864.png 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-3-18x10.png 18w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image alignfull size-full remove-bottom-space\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-4.png\" alt=\"\" class=\"wp-image-15574\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-4.png 1920w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-4-300x169.png 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-4-1024x576.png 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-4-768x432.png 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-4-1536x864.png 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-4-18x10.png 18w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image alignfull size-full remove-bottom-space\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-5.png\" alt=\"\" class=\"wp-image-15575\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-5.png 1920w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-5-300x169.png 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-5-1024x576.png 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-5-768x432.png 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-5-1536x864.png 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-5-18x10.png 18w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/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\">For the brand and its visual identity, the main objective was to build the energy company with attributes of modernity and humanity, without losing important equities, such as the color blue.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With lowercase typography, we convey a sense of approachability, along with personality traits that make the brand modern and distinctive in the market.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The waves emanating from the letter G symbolize the transition to an energy matrix and inspire both power and fluidity. The color palette preserves Ultragaz&#039;s history, featuring blue as the predominant color, while new shades of cyan and green reinforce sustainability and new energies. The U shape, as a resource of the universe, reinforces the Ultragaz name. When used as a pattern, it translates the brand&#039;s presence and reach. When used alone, it can serve as a welcoming element, highlight, mask, or graphic design.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The defined Verbal Universe gives consistency to the brand&#039;s new personality, with tones of voice that emphasize practicality, enthusiasm, optimism, and approachability. Through its way of speaking, Ultragaz creates connection and trust, presents solutions, and positions itself as open, using familiar terms and highlighting that everything is done collectively.<\/p>\n<\/div>\n<\/div>\n\n\n\n<figure class=\"wp-block-image size-full remove-bottom-space\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-6.png\" alt=\"\" class=\"wp-image-15576\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-6.png 1920w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-6-300x169.png 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-6-1024x576.png 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-6-768x432.png 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-6-1536x864.png 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-6-18x10.png 18w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full remove-bottom-space\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-7.png\" alt=\"\" class=\"wp-image-15577\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-7.png 1920w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-7-300x169.png 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-7-1024x576.png 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-7-768x432.png 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-7-1536x864.png 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-7-18x10.png 18w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n\n\n\n<div class=\"remove-bottom-space\" 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\/551999510?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 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\"><strong>COMMUNICATION<\/strong><\/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\">The first step in launching the new brand and positioning was to map all the audiences that Ultragaz interacts with and define a single narrative that would present this new moment for Ultragaz.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To bring the purpose to life, we defined the areas of operation that will guide all of Ultragaz&#039;s communication.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Based on this definition, we sought to understand the global context and the main communication trends in the LPG and energy sector to provide innovative solutions, offering a better experience and greater convenience. Given a sector that communicates with little differentiation, we identified an opportunity for Ultragaz to lead a transformative movement connecting its business to people&#039;s lives.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Thus, we define Ultragaz&#039;s main differentiators: a Brazilian and democratic brand, with a DNA of innovation and active listening to serve customers and partners, always with environmental, social and governance commitment.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The campaign concept needed to address these differentiating factors and redefine the term &#039;energy,&#039; a common term in the category, presenting Ultragaz as a brand that believes in the power of collaboration to evolve and improve everyone&#039;s lives.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In a co-creative process with Ultragaz&#039;s partner agencies, and after two creative challenges (virtual creative challenge meetings), we arrived at the concept &quot;Let&#039;s Energize,&quot; presenting Ultragaz&#039;s new phase and inviting all of the brand&#039;s audiences to participate, like a current of energy where everyone emerges energized. To make the concept tangible, the campaign features real people ranging from consumers, resellers, and employees to Ultragaz&#039;s partners and suppliers, reinforcing the breadth of the portfolio of solutions for their homes and businesses.<\/p>\n<\/div>\n<\/div>\n\n\n\n<figure class=\"wp-block-image size-full remove-bottom-space\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-8.png\" alt=\"\" class=\"wp-image-15578\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-8.png 1920w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-8-300x169.png 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-8-1024x576.png 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-8-768x432.png 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-8-1536x864.png 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2021\/05\/image-8-18x10.png 18w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n\n\n\n<div class=\"remove-bottom-space\" 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\/552001457?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<p class=\"wp-block-paragraph\"><\/p>","protected":false},"template":"","tags":[],"wp_pattern_category":[],"categorias_de_cases":[11,22,26,30],"class_list":["post-9218","cases","type-cases","status-publish","has-post-thumbnail","hentry","categorias_de_cases-comunicacao","categorias_de_cases-marca","categorias_de_cases-posicionamento","categorias_de_cases-universo-visual-e-verbal"],"_links":{"self":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/cases\/9218","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":8,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/cases\/9218\/revisions"}],"predecessor-version":[{"id":15854,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/cases\/9218\/revisions\/15854"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/media\/9219"}],"wp:attachment":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/media?parent=9218"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/tags?post=9218"},{"taxonomy":"wp_pattern_category","embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/wp_pattern_category?post=9218"},{"taxonomy":"categorias_de_cases","embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/categorias_de_cases?post=9218"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}