Via Verde wants to end the frustrations of those who are irritated every day by queues to pay, the lack of change, and machines that reject notes and coins.
Minor issues that take up our time and good mood, whether in the parking lot, at parking meters, at toll booths, or at electric charging stations.
Miguel Oliveira addresses these daily frustrations of those in a hurry and with little patience for the obstacles that life presents in the new campaign.
Raquel Abrantes, marketing director of Via Verde, explains that “consumer needs are at the center of our concerns: our mission is to facilitate mobility and life for our customers. With this campaign, we want to show those who are not yet Via Verde customers that there is a way that makes everything much simpler, and gives us time to enjoy life in a different way. We opted for an empathetic approach, illustrating small but recurring frustrations that have simple solutions with Via Verde.”
“There is a way that makes everything much simpler” is the motto for the campaign that invites those who are not yet Via Verde customers to leave behind embarrassing situations such as straightening a note insistently to get it accepted by the machine, seeing a coin being repeatedly rejected, or having to open the car door to insert the ticket at the parking gate.
César Sousa, CCO of the FunnyHow agency, the agency behind the campaign, states that “our intention for this campaign was to make it relatable to the public and invite those who saw it to say ‘hey, that also happens to me! We started thinking about all those little things that annoy us daily, but that we ‘let go’: the coin that never goes in on the first try, the folded corner of the note, being in the only line that doesn’t seem to move… We wanted to channel the energy generated by these small moments of frustration to try to convince those who have not yet joined Via Verde”.
