Sem Parar launches Fred do Flow persona for free flow education

Sem Parar has introduced a new brand persona named ‘Fred do Flow’ to support its content strategy regarding free flow tolling systems. The character is designed to provide direct and educational information to drivers as the system expands across Brazilian highways.

The initiative follows company research indicating that 4 in 10 drivers still have doubts about how free flow or electronic tolling works. Fred will appear across various platforms, including the company’s blog, website, and customer communications, to explain topics such as gantry operations and payment methods.

This strategy aligns with Sem Parar’s offering of a ‘Livre Free Flow’ tag, which carries no monthly fee for users who utilize the device exclusively for automatic toll payments.