Ultramar was looking to infuse its social media with a sense of purpose so that customers could identify with the service station. Having built a digital communications strategy wisely aligned around a communication axis, we were able to generate engagement beyond benchmarks! Skillfully inserting ourselves into people’s daily lives, even to the point of being picked up by the Denis Drolet family, is the result of rigorous communication. Watch the humorous and authentic video, in line with the “See you on the way!” communication axis.