Tamara Deflorin, Manadra communicaziun e marketing / Communications and Marketing Manager
«Grazia a questa roadshow ed il bus multimedial essan nus al puls dals schabetgs e noss public po participar, guardar e tadlar activamain noss programs.»
«This innovative multimedia-mobile roadshow helps us keep our finger on the pulse and transform our audience from spectators to actors.»
«Microlotta»: on the pulse in the Grisons
«Microlotta» has been on the road in the Graubünden (Grisons) region for only a short time. The evoq-developed classic VW bus (vintage 74) touts the diverse range of programs offered by RTR, the TV and radio of the Romansch-speaking areas of Switzerland. The aim of the cute «Microlotta» is to introduce RTR to a wider Graubünden population, with a special focus on online services.
Central to the communication here is the newly-developed slogan “al puls dal Grischun” («on the pulse in the Grisons»). This gets straight to the heart of RTR’s objective: Broadcasting events as and when on the ground in Romansch-speaking areas of Switzerland. Radio and TV close to the local population, so close they can touch it and get involved. Here, «Microlotta» functions as a popular feature and a means of attracting attention.
The bus is equipped with an audio, video and multimedia infrastructure. The screens show live images from the radio studio and Romansch TV programs, but also social media content, encouraging users to get involved and share. There are even opportunities to chat with presenters. Online services such as “Play RTR” can be tested on permanently installed iPads.
The «Microlotta» before conversion
In parallel to the roadshow, evoq developed the brand positioning with communications matrix in close collaboration with the RTR supervisors. From this came the slogan ‘al puls dal Grischun’ (‘on the pulse in the Grisons’). The pulse was visualised with corresponding graphic elements, reminiscent at the same time of the topography of the mountainous canton. The pulse characterises the future brand identity of RTR both visually and idealistically, and has been applied to all media forms. Thus, the new graphic elements expand on the RTR’s CD, which falls in line with the SRF guidelines.
«Microlotta» began in Chur in mid-march 2016 and will be present at countless events, open-airs and festivals over the course of the year.
Task
Development of communications measures to promote the prominence of RTR and its program schedule. Focus on online services, introduction of the RTR Play app.
Solution
Development of brand positioning, communications matrix and slogan as a continuous thread through all measures. Development of mobile roadshow with classic VW as a key element. Expansion on existing corporate design.
Services
Brand positioning
Slogan
Corporate design
3D conception and design
Conception of content for screens
Screen design for channels
Flyer design
CD manual
Locomotive design
Production
VW bus realisation: Diprint AG, Spreitenbach
Technical implementation: TPC Zürich
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