OFF BEAT.
2022
Communication strategy design for Moritz Barcelona
Partners: E. España, N. Pla, A. Rodríguez & L. Suárez
Role: Concept building, strategy & visual design
Moritz is a brand of beer that began its activity in 1856 and is positioned as the first beer of Barcelona. It is, therefore, a brand closely linked to the city and its values. In 2004, Moritz returned to the market after 26 years of cessation of activity.
Moritz works with unconventional communication and branded content to generate branded content.
The podcast proposal is specifically contextualised in Moritz Radio, a content platform of the Moritz brand that aims to strengthen its positioning as the first beer in Barcelona "by recovering the value and simplicity of a good conversation andof a bit of good vibes".
Moritz works with unconventional communication and branded content to generate branded content.
The podcast proposal is specifically contextualised in Moritz Radio, a content platform of the Moritz brand that aims to strengthen its positioning as the first beer in Barcelona "by recovering the value and simplicity of a good conversation andof a bit of good vibes".
TARGET GROUP
The target audience we want to reach with the new Moritz Radio podcast are the ‘FOREVER YOUNGERS’.
They are people who have always gone against the tide; most of their generation are already settled and have stable plans for the future, while they maintain their youthful spirit and continue to be energetic and learning.
Insights:
1. The need to stop. In response to this insight, the podcast will show how other people from different fields and sectors have put their careers on hold.
2. Stimulating experience. For this reason, the proposal has a format beyond the auditory, it is also formed by a clandestine event that breaks with the classic structure of a podcast and how it has been understood until now.
2. Stimulating experience. For this reason, the proposal has a format beyond the auditory, it is also formed by a clandestine event that breaks with the classic structure of a podcast and how it has been understood until now.
CREATIVE CONCEPT
// ‘CLANDESTINE PAUSE’
Brand linkage.
‘A small blip, yes, but what great story doesn't have one?’
This is what happened to Moritz. It stopped its activity for 26 years; stopping, changing and reinventing itself is part of its brand DNA.
Our value proposition:
‘ In a context of oversaturation of information and content in which life moves very fast, off beat. is positioned as the first clandestine podcast-experience in Barcelona. It offers the user a space for pause and inspiration through listening to references who have taken a break in their professional careers. ’
‘A small blip, yes, but what great story doesn't have one?’
This is what happened to Moritz. It stopped its activity for 26 years; stopping, changing and reinventing itself is part of its brand DNA.
Our value proposition:
‘ In a context of oversaturation of information and content in which life moves very fast, off beat. is positioned as the first clandestine podcast-experience in Barcelona. It offers the user a space for pause and inspiration through listening to references who have taken a break in their professional careers. ’
AUDIOVISUAL MANIFESTO
PODCAST FORMAT: AN EVENT
The podcast will be recorded in an event with certain characteristics and in a unique space around the clandestine pause; that is to say, it will be generated around a secret and select atmosphere.
The event itself will consist of an interview of two relevant personalities who have taken a pause in their lives, either to catch their breath or to make a U-turn in their professional careers.
In order to maintain the mysterious tone, the two interviewees will not be recognisable by sight or voice. The two guests will share space with a moderator who will maintain a dynamic rhythm in the interview.
At the end of the interview, the interviewees will be allowed to get to know each other.
To select the attendees of the event, they will have to pass a test on the off beat landing page. There will be a series of questions that will determine whether or not the person is eligible to attend the live recording of the podcast.
The event itself will consist of an interview of two relevant personalities who have taken a pause in their lives, either to catch their breath or to make a U-turn in their professional careers.
In order to maintain the mysterious tone, the two interviewees will not be recognisable by sight or voice. The two guests will share space with a moderator who will maintain a dynamic rhythm in the interview.
At the end of the interview, the interviewees will be allowed to get to know each other.
To select the attendees of the event, they will have to pass a test on the off beat landing page. There will be a series of questions that will determine whether or not the person is eligible to attend the live recording of the podcast.
COMMUNICATION ACTIVITIES
Phase 1. Pre-launch.
Community building.
Community building.
Phase 2. Launch.
Large posters in places near the location of the next podcast recording event.
Large posters in places near the location of the next podcast recording event.
Phase 3. Post-launch.
Continue communication through social media.
Continue communication through social media.
PODCAST EPISODES AND COVER ART
//01
Mercedes Milà and Ángel Martín.
//02
Ana Sting and Ana Locking.
//03
Marc Márquez and Iván Jiménez.
MERCH DESIGN
