São Paulo, September 2024 – The OXXO chain of proximity markets has just launched a campaign that shows how its stores are always close by to save customers when they are thirsty, hungry, in need of that quick and practical breakfast and other necessities. With the aim of presenting the format and its assortment, the film is a continuation of the pronunciation campaign, adding how customers can count on the chain that is on every corner, with a lot of good humor and irreverence already characteristic of the brand.
Just like the pronunciation campaign, in which the chain provided an answer to a question that came up from internet users, social networks were the main channel of insight for this new campaign. “We brought to the campaign an expression often used by our consumers on social media, which is ‘OXXO saves’, referring to some need that has been solved in an OXXO store. This expression connects directly with our brand objective, which is to generate experimentation by presenting our value proposition. Here at OXXO, we don’t sell products, but rather meet our customers’ needs. We want to show how we are present in consumers’ purchasing journeys at any time of the day,” explains Camila Assis, Head of Marketing and External Communications at Grupo Nós, which owns the OXXO and Shell Select brands.
Created by the Mestiça agency, the film will be broadcast on the Internet and shows in different situations that the chain offers items for a practical breakfast, drinks to quench that thirst, various products to help at a last-minute meeting with family or friends, snacks and snacks for when you get hungry and also replenishment of various products that are missing at home. Comedian Willians Mezzacapa, who starred in the “Pronunciation” campaign, is the campaign’s main character.
“Our challenge for this campaign was to come up with a film that presented OXXO’s value proposition, while maintaining the brand’s tone, irreverence and lightness. To do this, we proposed a continuation of the pronunciation campaign, keeping the character from the first video, and bringing in moments that connect with our customers’ daily lives. I’m sure everyone will recognize themselves in the scenes,” says Eduardo Lovro, Partner and VP of Customer Service at Mestiça.
