FLUXITO
By Copec Flux
¿Cuál era la necesidad?
La energía de paneles solares es algo nuevo en Chile, la gente si bien está interesada en el tema, hay mucho desconocimiento al respecto, mucha especulación, por lo que educar iba a ser un pilar de marca que debíamos abordar en la categoría. Muchos de los competidores también lo hacen, pero se vuelve un tema técnico y no termina por cautivar el interés de las personas.
¿Qué hicimos?
Nos inspiramos en los técnicos que están en terreno y hacen que las cosas pasen, los que muchas veces le solucionan un problema importante a las personas, así que para enaltecer la figura de ellos, creamos un personaje llamado Fluxito, que es un técnico más del equipo y que será el rostro encargado de educar a las personas sobre todo lo que necesitan saber en paneles solares.
¿Cuáles fueron los resultados?
Por un lado el personaje ha logrado el objetivo inicial por el que fue creado, acercar y hacer atractivo el pilar educacional para todas las personas y esto lo sabemos, porque justamente este pilar es el que tiene mayor interacción orgánica en redes sociales. Pero logramos algo que no estaba previsto y es que el personaje fue muy significativo para la cultura interna de la empresa, generó conexión entre el equipo y lo que se estaba trabajando con la marca a nivel comunicación.
What was the need?
Solar panel energy is something new in Chile. While people are interested in the topic, there is a lot of lack of knowledge and speculation about it. Therefore, educating became a key brand pillar that we needed to address in the category. Many competitors also do it, but it often becomes a technical issue and fails to capture people's interest.
Solar panel energy is something new in Chile. While people are interested in the topic, there is a lot of lack of knowledge and speculation about it. Therefore, educating became a key brand pillar that we needed to address in the category. Many competitors also do it, but it often becomes a technical issue and fails to capture people's interest.
What did we do?
We drew inspiration from technicians working in the field who make things happen, those who often solve significant problems for people. To elevate their role, we created a character named Fluxito, who joins the team as another technician and becomes the face responsible for educating people about everything they need to know about solar panels.
We drew inspiration from technicians working in the field who make things happen, those who often solve significant problems for people. To elevate their role, we created a character named Fluxito, who joins the team as another technician and becomes the face responsible for educating people about everything they need to know about solar panels.
What were the results?
On one hand, the character achieved the initial goal for which it was created: bringing the educational pillar closer and making it appealing to everyone. We know this because precisely this pillar has the highest organic interaction on social media. However, we achieved something that was not anticipated: the character became very significant for the internal culture of the company, creating a connection between the team and what was being worked on in terms of brand communication.
On one hand, the character achieved the initial goal for which it was created: bringing the educational pillar closer and making it appealing to everyone. We know this because precisely this pillar has the highest organic interaction on social media. However, we achieved something that was not anticipated: the character became very significant for the internal culture of the company, creating a connection between the team and what was being worked on in terms of brand communication.
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Client: FLUX SOLAR COPEC
Creativity: FUEGO Company
Research: Patricia Rincón
3d Design Production: Lobo Studio
Art Direction Support: Nordanth Muñoz
2023
