Evoq brings RTR to the road
With a roadshow and converted vintage VW bus as a multimedia vehicle, Evoq brings Radiotelevisiun Svizra Rumantscha (RTR) to the streets of Graubünden. The brand repositions itself with the claim "al Puls dal Grischun".
Recently, the vintage VW bus has been on the road in Graubünden as a multimedia mobile called "Microlotta". The vintage VW bus (1974), developed by evoq, propagates the program offering of RTR, the television and radio of Rhaeto-Romanic Switzerland. It is to be made known to a broader Grisons population - with a special focus on new online offerings.
The bus is equipped with audio, video and multimedia infrastructure. It was converted by Diprint and technically realized by TPC Zurich. The screens show live images from the radio studio and Rhaeto-Romanic TV broadcasts, but also social media content that encourages participation and sharing. Interested people can meet the presenters in person or chat with them. With the "Play RTR" app, visitors can experience the RTR broadcasts on permanently installed iPads using videos and podcasts.
RTR's concern: having its finger on the pulse
"In close collaboration with those responsible at RTR, we developed the brand positioning with communication matrix in parallel with the roadshow," says Evoq Partner and Creative Director Christian Sutter. "This gave rise to the claim "al Puls dal Grischun," which is at the heart of the communication. Reflect the pulse of Rhaeto-Romanic Switzerland at the place where it happens. To be where the audience is. Radio and television very close to the local population, to touch and participate. The VW bus "Microlotta" functions as a sympathy carrier and eye-catcher."
The "pulse" was visualized with appropriate graphic elements, which at the same time recall the topography of the mountain canton. It shapes RTR's future brand identity visually and ideally, and will be applied to all media, from advertising locomotives to advertisements. The new graphic elements expand RTR's corporate design, which is based on SRF's specifications.
"Microlotta" will be present at numerous events, open airs and festivals this year. The bus owes its name to the RTR audience, which was able to submit suggestions on various RTR online platforms and was then drawn by lot on the radio.
