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Verdade ou Bandida?
- 25 de ago. de 2024
- 7 min de leitura
Atualizado: 14 de out. de 2024
Year: 2024
Project: UX/UI Design, Marketing
This project was created in collaboration with Bandida do Pomar, a popular Portuguese cider brand and EDIT Lisbon.
Briefing
Bandida do Pomar challenged us, and for an entire month, we worked intensively to bring their vision to life.
Our client wanted to create an experience that went beyond just using the product, aiming to immerse consumers in the brand’s world with a dynamic digital experience that stayed true to its distinctive visual identity and character.
Our task was to create a solution that not only elevated Bandida but also engaged its audience throughout every interaction. With complete creative freedom, we crafted what we believe is the ideal strategy to achieve this.
First, we ensured that our objectives and challenges were clearly defined:
Main Objectives:
Enhance Brand Perception: Position Bandida do Pomar as a lifestyle brand, not just a cider producer, by offering a distinctive brand experience beyond product consumption.
Increase Consumer Engagement: Boost visibility and recognition by aligning the brand's tone of voice with the communication style of each digital channel.
Develop an Effective Media Plan: Create a strategic media plan to promote the brand’s experiences, products, services, and digital channels.
Main Challenges:
Create a Relevant Experience Ecosystem: Design an engaging experience that resonates with the brand’s target audience (Gen Z and Millennials).
Expand Digital Presence: Enhance the brand’s digital footprint and engage the target audience effectively across new and existing platforms.
Value Proposition and Presentation: Identify which products and services resonate with the target audience and determine the most effective way to showcase them on the new platform.
Develop a Targeted Media Strategy: Craft a media strategy that reaches the target audience and fosters meaningful engagement with the brand.
Discovery
We reviewed over 40 news articles and reports on the cider and alcoholic beverages market to gain a comprehensive understanding of both the industry and our client. Here are the key insights:
Brand Perception: Bandida do Pomar is generally viewed positively, and recognized for its modern and youthful image. The brand has a strong social media presence that appeals to a younger, trendier audience.
Brand Identity: As a proud Portuguese brand, Bandida do Pomar emphasizes its local roots and aims to connect intimately with Portuguese consumers. This focus is central to their communication and strategic approach.
Survey (390 responses)
We conducted two surveys to gain insights into consumer habits related to Bandida do Pomar and to understand the brand’s audience:
Brand Perception:
Bandida is perceived as refreshing, spontaneous, tasty, bold, and distinctly Portuguese.
Consumers typically encounter Bandida in supermarkets, parties, bars, and restaurants.
While 90% of people know Bandida, only 4% follow the brand online.
Consumption Habits:
Alcohol is consumed mainly with friends and at parties.
Perception of the Name "Bandida":
The term "Bandida" (which means "thief" in English) is associated with breaking norms and taking risks.
Personality:
47% of respondents believe it’s very important to be themselves in all situations.
61% feel they can be themselves across various contexts.
Online Behavior:
Social media is the most frequently used platform.
89% regularly order alcohol online, with 58% using delivery apps.
Party Organization:
The main concerns when organizing a party are ensuring guests have fun and managing supplies.
81% of respondents would appreciate a service that assists with party planning and organization.
Persona
Cris, 24, Portuguese
Needs:
Organizing parties with friends;
Staying up-to-date with trends through online platforms;
Attending spaces where she feels socially accepted (safe spaces).
Frustrations:
Not being able to have everything she needs at a party;
Finding brands that represent her and with which she identifies.
Brand Concept - Verdade ou Bandida?
Creating a strong and compelling concept was essential for us, which is why we invested significant time thinking and researching to understand what the Bandida consumer looks like and how we can better connect with them.
We concluded that Bandida do Pomar is more than just a cider; it’s a brand that embodies experiences. It resonates with individuals who want to express their true selves in any context and live authentically. These are people who want to take risks and break out of conventional norms.
We want to empower them to embrace what it means to be Bandida.
In that way, we want Bandida do Pomar to challenge its consumers to take risks, embrace new experiences, and discover their 2.0 version.
That’s how “Verdade ou Bandida?” (in english "Truth or Bandida") was born; a project designed to push you to see who you are now and what you can achieve by stepping outside your comfort zone.
See Verdade ou Bandida Manifest:
We created as well five archetypes to help consumers connect more deeply with Bandida do Pomar’s products.
These archetypes are based on survey insights and align with our campaign’s concept and tone. With their unique personality and storyline, they guide our communication, marketing strategy, and website design, ensuring consistency.
We aim to keep users engaged with these archetypes so they naturally associate them with the Bandida brand and remember it more easily.
Party Service - Website
Based on our research and the new creative concept, we decided to move forward with the creation of the Party Service, fulfilling one of the brand’s wishes.
This platform not only helps people organize their parties but also offers a variety of Bandida services in one place. In essence, Bandida aims to help consumers create memorable moments and infuse its unique vibe into their everyday lives.
User Flow
We focused on creating a user flow that is easy and enjoyable, ensuring customers feel excited and engaged throughout the party-planning process. This approach was essential for the design phase, where maintaining a sense of fun and excitement across every screen was a key priority.
Wireframes and final product
For the wireframes, we knew the screens needed to be fun and engaging, giving users a sense of what it means to embrace the Bandida spirit throughout their entire journey.
With this in mind, we designed a simple yet appealing Party Service website that connects users with the brand archetypes, encouraging them to play games and discover which archetype they identify with while planning their party.
See our prototype below:
Bandida challenge - Let´s promote the new website
We decided to create an online challenge that would complement the marketing strategy and drive users to the new website. Through this challenge, users would get acquainted with the new Bandida concept (“Verdade ou Bandida?”) explore the new Party Service platform, and engage on social media as part of our broader marketing approach.
See the challenge below:
Marketing Strategy
For the new concept and website launch, we developed a 5-week marketing plan designed to introduce users to the new concept and inspire them to become part of the brand:
Week 1 - "A Bandidagem começa"
Instagram: blackout + posts and stories featuring the archetypes;
Google: paid ads (search terms);
Native ads: branded content about the new brand positioning and the Bandida do Pomar website on national publishers;
Display ads: skippable ads on YouTube and banners on national publishers.
Week 2 - "A Bandida põe as garras de fora"
YouTube: launch of the “Verdade ou Bandida” Manifesto;
Instagram: manifesto video + kickoff of the #Verdadeoubandida campaign + 2 influencers interacting with the “Verdade ou Bandida” challenge and promoting the contest;
TikTok: launch of the page + kickoff of the #Verdadeoubandida campaign + 30-second video posts + launch of the “Verdade ou Bandida” challenge + 5 influencers promoting the archetypes;
Bus Stops: static mupis with “Verdade ou Bandida” communication;
Metro: static and digital mupis with “Verdade ou Bandida” communication + “Verdade ou Bandida” turnstiles.
Week 3 - "A Bandida planeia a festa"
TikTok: Party Service (posts and usage tutorials) + posts with party tips + 5 influencers doing unboxing of merchandise and Party Service;
Instagram: Party Service (reels + stories with usage tutorials) + posts with party tips + 2 influencers doing unboxing of merchandise and Party Service;
Link Building: increasing relevance and popularity through collaborations with content creators on websites and blogs;
Retail Activation: cider tastings and “Verdade ou Bandida” communication (Alarm Media and Floor Media).
Week 4 - "Calmaria no Pomar, Bandida a Matutar"
TikTok: posts featuring moments from participants in the “Verdade ou Bandida” challenge + posts highlighting the best moments of influencers planning the party;
Instagram: posts and reels showcasing the best moments from influencers and followers who participated in the contest + stories about the Party Service.
Week 5 - "Festa de arromba, Bandida Bandidona"
TikTok: live party featuring influencers with special guests;
Instagram: stories with “now it’s your turn” and interactive quizzes for “Verdade ou Bandida,” inviting followers to share the contests they participated in;
YouTube: videos showcasing the best moments + behind-the-scenes footage + interviews at the influencers' parties;
Horeca Channel: Bandida Dassalto! Surprise party for “Verdade ou Bandida” (Party Service + Merch) at pre-negotiated establishments. Flyers distributed with a QR code to the Bandida website + announcement of the party 24 hours in advance on the establishment's social media.
Final thoughts
This was a very challenging project as we had to make decisions not only about design and marketing but also about all the strategies and products we would create.
It was the first project where the client provided us with only the goals they wanted to achieve, leaving us to determine how to get there. This responsibility energized us to learn and taught us a crucial skill: knowing when to stop and explore a different path.
Throughout the process, we encountered many dead ends, sometimes with great ideas that just didn’t connect to our core objectives. We had to learn to let go of ideas we really liked and embrace the creative process of thinking about new solutions.
Nevertheless, we were very proud of the final result and gained valuable experience working with a real client.