The challenge
While new developments were under construction, Tegra Incorporadora found it lacked an appropriate physical touchpoint for its brokers to prospect in the field. Traditional approaches, such as handing out flyers on sidewalks, did not match the premium positioning of a brand known for high-end properties in São Paulo, Rio de Janeiro and Campinas.
The solution
In partnership with Cuco Agency, Tegra launched Expresso Tegra, a travelling coffee truck with sophisticated design, a sensory setting and professional baristas, conceived as a mobile extension of the Tegra world.
The structure included:
- A van with a premium matte finish, wood interior, built-in lighting and an illuminated sign
- An exclusive coffee menu inspired by Tegra developments such as Mozae, Capitolo and Ária, with custom names and ingredients that echo each product's identity
- A digital totem with access to the landing page and a presentation of the new developments
- A specialized service team: baristas, promoters and Cuco producers
- Relationship actions and voucher distribution, with custom items such as pão de mel, cups and napkins with the Tegra brand
- A route through strategic, high-traffic locations such as FAAP, Praça Charles Müller and Avenida Higienópolis
The impact
More than 2,000 drinks served over the three months of activation. More than 1,400 visits to the online page with information on the developments and the truck's schedule.
