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YEAR 2019
CASE TITLE
RITTO GROUP
WHAT MOTIVATES PEOPLE TO MOVE FROM PLACE TO PLACE TO LIVE A COLLECTIVE EXPERIENCE OF IMMERSION AND INTERACTION?
INITIAL CHALLENGE
A traditional event producer in the South Region presented us with the challenge of rethinking its positioning and services, and doing this based on an immersive research bringing us closer to its most loyal customers to map factors that influence a good brand experience.
RESULTADO
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PROJECT OVERVIEW
STAGE
RECOGNITION
ETHNOGRAPHIC RESEARCH
STAGE
EXPANSION AND CO-CREATION
STRATEGIC GUIDELINES
NETNOGRAPHIC RESEARCH
VALUE OFFER
STAGE
EXPERIENCE
BRAND ARCHITECTURE
NEW PRODUCTS/SERVICES
CO-CREATION WS
BRAND KEY
NAMING
DIAGNOSIS
ON PURPOSE
GRAPHIC IDENTITY
EXPERIENCE
POSITIONING
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WHY WE PARTY?
ETHNOGRAPHIC AND NETNOGRAPHIC RESEARCH OF RECOGNITION
A living exploration of why we come together to "party" at all? Through design methodologies and systemic psychology, we developed a set of workshops, quantitative and qualitative research, participant observation and Cultural Hacking, a method that proposes the collection of data generated by the user himself through mobile devices, which in real time, shares their perceptions about the experience and the lived context.
STRATEGY
Conducting research in a completely inappropriate environment for listening, as is the case of a night party, was a challenge that influenced the way we could approach users to capture essential information and guiding insights for the project, in a way that we would not lose the spontaneity of people at the time of the party due to the presence of a researcher. That's when the idea of capturing information from their own individual experiences and customer reports at the time of the party came up. Through a group broadcast via whatsapp , participants received observation challenges in exchange for benefits to enjoy the event, in addition to participating in collective moments of co-creation and exploration of ideas.
AMPLITUDE
30 YOUNG AMBASSADORS
share your insights and analysis during the holidays
CO-CREATION WITH THE PRODUCER AND PUBLIC
3 MONTHS
+ 1500 QUALI ANSWERS
crosses with all the material collected in exchanges with the ambassadors.
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POSITIONING
Active listening and co-creation were fundamental for the development of the project. Involving the user in the sharing of information ensured a greater appropriation of concepts and consistent insights for the consolidation of ideas and improvements in the services offered.
The interpretation of the entire study had a direct impact on the recognition of the brand's purpose , where it was possible to translate a constant search of the business to build experiences and shared value through events that materialize a genuine truth . Aspects such as transparency, proximity and the delivery of an excellent service are the translation of this purpose that leads to the promotion of true and memorable events.
PURPOSE BUILDING STRATEGY
Based on this awareness, we directed the project towards the development of the producer's brand positioning, such as dimensions of value, value proposition, brand key, naming and visual identity. Thus, the Ritto group was born.
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RITTO GROUP
It comes from the word Ritual. Throughout the history of humanity, the rites are practiced in the most varied cultures, presenting what is most essential in their customs and traditions. It serves to mark an important moment, or to make a change conscious.
An event brand could not be different, as it aims to “promote true and memorable encounters”.
DELIVERY
In addition to a new identity, we deliver a new brand experience. This is no longer just a production company and became a group specialized in developing entertainment solutions with truth and transparency . The project was important for the production company to recognize itself as this group and as a differential within the competing market. The new identity, the brand architecture and the new proposals for experiences and products/services inspired the renewal of the business, which was formalized through an MVP of this new way of acting.
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