Movistar Arena Live Shows

360° Communication Consulting

The opening

Movistar Arena is a center for entertainment, sports and live shows that opened its doors in November 2019 in the neighborhood of Villa Crespo, Buenos Aires.
We accompanied Movistar Arena since its beginnings until 2021, carrying out the branding, design and communication strategy that turned the brand into a reference in its market.

Branding Strategy

Our first challenge was to understand with the client the values and perspectives of the brand, in order to target the strategy to what they imagined for their present and future.

Once the path was drawn collaboratively, we began the design stage, seeking to create step by step an identity of their own. In record time, given the proximity of its opening date, we found its visual tone.
We worked on:

🟣Usability experience design
🟣Branding
🟣Corporate Identity
🟣Signage and signage

As time went by, we went deeper into Arena’s own brand, communicating agenda and working on its brand presence in different printed and digital formats.

The Campaign

Some of the institutional pieces we worked on were:

📀 Signage and video street advertisements
📀 Publication of agenda in newspapers and magazines
📀 Presentation of the venue in specialized magazines
📀 Institutional presentations to sponsors

The Shows

The objective during the months following the opening of the Movistar Arena was to build an experience for the public that began when they bought their tickets, with detailed information via mailing and customer service in the networks, and ended when the show ended, and they could enjoy special content in each communication channel.

Before, during and after each show we work on:
🎵 Communication strategy and tone for social networks.
🎵 Community generation
🎵 Design of pieces and video editing for social networks.
🎵 Design of posters for the shows.
🎵 Campaigns and customer service in social networks.
🎵 Mailing design and delivery
🎵 Coverage of shows for social networks
🎵 Gifts for artists
🎵 Website 2020

In the first months of 2020, due to the pandemic and consequent isolation measures, we had to adapt the Movistar Arena’s communication strategy quickly.

Sub Branding

It was a priority to respond to the uncertainty related to the scheduled shows, some with dates very close in time.
The first crisis communication was published the same day the quarantine was announced, which considerably decompressed the public’s demand for information.
After that first moment, to accompany the public good campaign, we generated publications with the slogan “I am staying at home”.

In the following months the venue began to transmit its first events via streaming, and for this important step in its programming we worked on a second sub-brand, which accompanied the stage: “Se Siente Desde Casa”.

In the first part of 2020, an unforeseen global context allowed us to further explore the characteristics of a brand oriented to generate an innovative user experience.

First Anniversary

We accompanied Movistar Arena during the celebration of its first year. We elaborated pieces with statistics for the press and public roads, and some special actions to thank those who attended the shows.

Through the networks, those who wanted to participate were invited to design the megapixel poster of memories. The piece published in the newspaper La Nación is made up of more than 500 photos sent by the public who visited the Arena during 2019.
By scanning the QR code, those who participated in the action could access the website and search for their photo using a magnifying glass-zoom.

Streaming Shows

During 2020, we accompanied Movistar Arena in its first streaming shows.
To enrich the experience of the public from their homes, we created exclusive Instagram accounts for each event.
From there, they were able to live the preview of the concert and share all the handle and emotions with other attendees.

We also provided technical customer support during the streamings, as it was the first experience of this kind at the venue. We organized experiences via Zoom through which people could see themselves on screen next to the artists, and interact from a distance with those on stage.

The consultancy allowed us to innovate in the registration of the artists’ performances at Movistar Arena. We obtained their virtual signatures using Oculus Rift, which were immortalized in a space with its own branding.