Agency for branding, advertising and design | evoq Zurich Cologne
"Microlotta" brings the "Puls vu Graubünda"
"Microlotta" has recently been on the road in Graubünden. The vintage 74 VW bus developed by evoq promotes the rich programme offering of RTR, the television and radio of Romansh-speaking Switzerland. The cute "Microlotta" wants to make RTR known to a broader population in Graubünden, with a special focus on online offerings.
The newly developed claim "al puls dal Grischun" ("Dr Puls vu Graubünda") is at the centre of the communication. It gets to the heart of RTR's mission: to capture the essence of Rhaeto-Romanic Switzerland right where it happens. Radio and television, intimately connected with the local population, hands-on and co-creative. "Microlotta" functions as a sympathetic figure and eye-catcher.
The bus is equipped with audio, video and multimedia infrastructure. The screens show live images from the radio studio and Rhaeto-Romanic TV programmes, but also social media content that encourages participation and sharing. There are opportunities to chat with presenters. Online services such as "Play RTR" can be tested on permanently installed iPads.
"Microlotta" before the conversion
Parallel to the roadshow, evoq developed the brand positioning with a communication matrix in close cooperation with those responsible at RTR. The claim "al Puls dal Grischun" ("Dr Puls vu Graubünda") was derived from this. The pulse was visualised with corresponding graphic elements, which at the same time recall the topography of the mountainous canton. The "pulse" will shape RTR's future brand identity visually and ideally, and will be applied to all media. The new graphic elements thus expand RTR's CD, which is based on SRF's specifications. "Microlotta" was launched in Chur in mid-March 2016 and will be present at numerous events, open airs and festivals throughout the year.
Customer
RTR – Radiotelevisiun Svizra Rumantscha
Services
Brand positioning
Claim
Corporate design
3D conception and design
Conception of content for screens
Screen design for broadcast vessels
Flyer design
CD manual
Design of locomotives
Roadshow concept
Live communication
