The Campaign Concept (The Big Idea)

The launch campaign for Alesca breaks away from the automotive sector’s clichés (which usually focus solely on parts and engines) to touch on what really matters: the people inside the car. The creative concept “Your life comes first” positions Alesca not just as a technical certifier, but as the guardian of a family’s happy moments. Vehicle inspection is redefined: it stops being a bureaucratic obligation and becomes a passport to freedom and safety.

Landing Page Strategy (The Campaign Hub)

The centerpiece of the digital strategy is the Manifesto Landing Page. It serves as the final destination for all generated traffic:

Storytelling: The page doesn’t sell a service immediately; it sells the purpose. The headline “This is the new brand of Auto 100% Brasil” contextualizes the change transparently.

Lead Capture: A floating form highlighted with “Want to know more?” is strategically positioned above the fold, focused on capturing interested parties (B2B and B2C) right at the first impact.

Social Proof: The footer features the authority claim: “14 million inspections performed,” reassuring the visitor about the company’s solidity.

Performance Media (Google Ads & Meta Ads)

The campaign was unfolded to reach the user at different moments of their navigation journey.

Google Ads (Bottom of Funnel): For those already searching for “vehicle inspection” or “automotive report,” search ads focus on authority.

Argument: “Tradition of 14 million inspections. Detailed reports and Complete Certification.”

Objective: Direct conversion and service scheduling.

Meta Ads – Instagram & Facebook (Top of Funnel/Awareness): On social media, the focus is visual and emotional, utilizing the lifestyle photography shown:

4. Institutional Pieces & Digital Display

For news portals and partner sites, we developed high-impact visual banners (Display Ads):

The Visual Bridge: The pieces use the graphic element of the “smile/road” (the neon yellow curve) connecting the old brand (Auto 100%) to the new one (Alesca).

Clear Message: “Now it’s Alesca.” This direct communication prevents market confusion and instantly transfers the credibility of the old brand to the new one.

5. Tone of Voice & Psychological Triggers

The entire verbal campaign uses a language that is:

Welcoming: Using words like “Hope,” “Lives,” “Freedom.”
Secure: Constant reinforcement of terms like “Detailed Report,” “Automotive Technique,” “Certification.”