Explaining where a brand can be used often turns into a long list. Pluxee's new campaign reduces this list to a single verb: "Geçiyor." The word conveys both the card's use at various spending points and employers' transition to Pluxee. The idea, developed by Rafineri, brings together two separate messages addressing employees and companies in the same sentence.
Two sides of a single word
In the work titled "Pluxee Geçiyor," everyday stops such as restaurants, cafes, and markets come together with clothing, transportation, technology, and wellness areas. The campaign aims to go beyond seeing the brand as a service associated only with food. For this, instead of a catalog language that explains usage categories one by one, a short phrase that can be repeated in different situations is chosen.
This choice also carries meaning in terms of the brand's history. Services known in Turkey for many years as Sodexo Avantaj continue under the Pluxee brand. In the brand's official transition narrative, it is stated that along with the meal card, various employee benefits are also brought under the same roof. The verb "geçiyor" in the new campaign recalls this transformation while placing the Pluxee name into an expression that can be used in daily conversation. The change of the company title in Turkey in February 2024 shows that this transformation is not merely an advertising choice. Users who know the old name and those who see the new brand for the first time can recognize the same service family under different names. The campaign finds a common phrase that makes the idea of transition understandable for both audiences.
From jingle to out-of-home
The jingle at the center of the film progresses with place-indicating words such as "here," "there," and "over there." Examples ranging from a dürüm shop to a strawberry matcha latte, from the metrobus to a technology purchase, make the different usage moments of the service visible in a rhythmic sequence. The repetitive structure of the track creates an audio signature suitable for using the campaign sentence in short segments across different channels.
The campaign video, published on the official Pluxee Türkiye channel, brings together these everyday scenes and the jingle. The fast transitions in the film carry the word's sense of movement into the visual narrative; while the viewer moves from one usage area to another, the brand sentence remains constant. Thus, product diversity is presented as parts of a single flow rather than separately explained advantages.
On the visual side, the "X" mark in Pluxee's identity stands out. In AI-assisted designs, this form is used as a recognizable element connecting colorful scenes. The campaign's out-of-home applications also carry the same visual language to the city scale. The auditory repetition of the jingle and the visual repetition of the X ensure that the campaign is recognized with the same idea at different touchpoints.
Addressing two audiences with the same sentence
The work does not focus solely on employees' spending moments. In the narrative aimed at employers, the transition to Pluxee and the management of benefits are also tied to the same verb. This double meaning helps the campaign build its B2C and B2B messages without separating them from each other. Still, the promises directed at both audiences are not the same: one highlights daily usage areas, the other highlights companies' choice of service.
Creative agency Rafineri worked with Sezer Cankeleş on music and jingle production, and with Pickle on editing and post-production. Maya Medya and UP İletişim were involved on the media side. This division of labor shows the effort to gather the campaign's sound, image, and channel applications around a single word. Especially the emphasis on the jingle makes the pronunciation of the brand name part of the campaign idea as well.
Pluxee's official brand narrative brings together the services taken over from Sodexo under the new name. The "Geçiyor" campaign, on the other hand, turns this corporate transition into an everyday usage sentence. The resulting creative choice does not leave the message of expanding product categories to an abstract claim of diversity; it exemplifies with sound and image the moments in which one might encounter them. The campaign's distinctive aspect is that it fits numerous usage areas into a single and flexible expression.
