The challenge
Japanese brand Bioré wanted to raise recognition of its sun care products in Brazil and strengthen its bond with a young, urban audience. The challenge was to create a real, light and fun product trial that reinforced the summer campaign "Esquece que Passou", linking sunscreen to a feeling of freshness and convenience, without the oiliness or discomfort typical of competing products.
The solution
Cuco Agency developed the Bioré Truck, a travelling, Instagrammable experience that took the brand to strategic spots in São Paulo. The project combined brand activation, gamification and digital content to build awareness and capture leads.
The structure included:
- A custom truck with gradient paint and the campaign key visual, with mirrors, shelves and product display panels inside
- An interactive totem with an exclusive game: participants scored points by identifying the benefits of Bioré products and unlocked the gift when they filled the progress bar
- Custom gifts: metallic blue 520 ml bottles with chrome caps, given only to those who completed the game
- A specialized team: promoters, executive production, photo and video
- A 10-day route through high-traffic spots: Praça Vilaboim, Parque do Povo, Praça Charles Müller, Avenida Paulista, Drogaria Iguatemi (Itaim and Vila Nova Conceição), Droga Raia Moema and Parque Villa-Lobos
- A special appearance at the Beleza na Web event (Roda Rico), as part of the official program, with gifts handed to more than 2,000 people
The impact
More than 11,000 interactions recorded on the audience counter over the 10 days. 2,551 game plays, averaging more than 250 a day. 2,544 gifts delivered. Data captured by QR code and landing page, for lead mapping and future CRM actions.
