CCB

This time, we had the opportunity to work for Centro Cultural de Belém (or CCB), which aims to promote culture, developing creating and diffusing it in all its modalities, from theatre to dance, from classical music to jazz, from opera to cinema.

They presented us with the briefing which had three objectives:

Bring them closer to a younger audience;
Increase their card subscriptions (they have a subscription-based card which gives people many advantages like discounts to their shows and restaurants, parking spot on show days, fast-tracking, among others);
Create an app to facilitate communication with more digital audiences.

Surveys & Desk Research

To start off, we made some desk research to get to know our client better, analyse the competition and define our target audience. We did 2 surveys that were fundamental to collect data:

With the first one, we understood how people relate to culture, both physically and digitally, so we knew what people look for, their needs and expectation, and their relation with CCB specifically.
We found out that despite people knowing what CCB is, they weren't familiar with their subscription card and their events.
In a second instance, we thought it was relevant to make another survey to know how people perceive CCB architecturally. It's very well situated in the city with easy access, but we realised that people saw it as a "closed" space, maybe making them not know everything that happens inside.

Persona

Based on the data we collected from our desk research and surveys, we made our persona, who guided us throughout our project to make our communication pieces.
Our persona was always present in our minds while we advanced on the project, so we knew what we were making had a purpose and would impact our target audience.
In this project, and from the briefing we got, we wanted to target young people.

Problem Statement

With all of this data we came up with our problem statement "CCB is perceived as an inaccessible place".

The Campaign

With this, we also came up with our creative concept for the campaign "CCB is the best kept cultural secret".

With this in mind, we wanted to draw people to CCB by making them interested in finding out the secrets that they have to offer (not only all the events but also the advantages they have with their card).

To reach our audiences in a phased manner and to hit all communication platforms (online and offline), we planned 3 main phases.

Phase 1 | The secret will be revealed.

This is the teaser phase, where we want to show people that there's something coming and to make them excited. We went for a QR code method, having it in our communication platforms, redirecting people to a landing page where they could learn more about the event planned and the app.

Phase 2 | Eureka!

For this second phase, we planned the main event (Eureka Party) to engage people with CCB and to take them physically to the site, making them see first-hand all of the things that they have to offer and how they can make the most out of it.

To invite people to the party we had a gaming feature built in the app (only during the campaign), where users could gain points and possibly a free invitation.

Phase 3 | A secret for you.

After the main event, we wanted to focus on communication that shows people how they can use CCB's card and its benefits for them. We decided to do this by using the client's social media, on-site communication, digital platforms they own like their website and public newsletter, and the new app.

The App

The client came to us with the idea of making an app, but they gave us creative liberty to develop it in terms of content and design. They weren't yet sure if they just wanted an app for clients with the subscription card, an app for CCB itself, or something else.

With everything in mind (the briefing and the campaign) we designed an app for CCB which gave access to the contents they already have available on their website adding a digital subscription process making it easier for people to have the card and manage it through it. This way it's an app that anyone interested in CCB can have, but with features that are only accessible to people with the card. Some of the features:

Events and calendar;
Personalized notifications - when making the onboarding, people can choose their interests and later on be notified of events that are more of their liking;
Card incentives - the app is also a way to make people want to subscribe to the card. To do that there are features like exclusive events in the schedule, that people can unlock and go to, by having the card;
Gamification - when people make the card we want to invite them to interact with CCB both physically and digitally.