The new Benito Villamarín from Molcaworld

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The strategic project of the new Villamarín.

110 años contemplan al Real Betis Balompié, más de un siglo en el que el club ha marcado la vida de millones de aficionados de la ciudad de Sevilla, de Andalucía y de muchos otros lugares de España. Una institución futbolística capaz de generar un ADN que se traspasa de padres a hijos.

And in much of that history Benito Villamarín has been the home of the the place where the victories have been celebrated, where they have wept disappointments, the home of “beticos” dreams.

How you can turn that historic stadium into the house of the “béticos” of the century XXI without losing an apex of all its historical and sentimental burden? That is the order Molcaworld in July 2016 from the new board verdiblanca: create the new image of Benito Villamarín through a project strategic and creative.

Tier of Real Betis Balompie

First goal: History analysis and the brand.

What molcaworld first comes up when he starts a project as ambitious as the “new” Benito Villamarín is to generate the strategic and creative project.

So do that is absolutely necessary for the creative team to breathe Beticism. It scheduled dozens of meetings with club departments to understand the history of the club, the behavior of the hobby, the profile of its supporters and match day experience. All of this was necessary to improve the experience of the fans on match day.

All that collected information had to be crossed with what the directive of the club for the 21st century Betis. A process of weeks to reach a consensed concept internally by the Molcaworld team and then approved by the club.

After the collection of all the information was carried out throughout the technical analysis of the Stadium.

Immediately it became clear that the stadium had enormous potential and needed a the unification of global branding criteria, prioritizing in a first phase the stadium with a focus on stands, advertising media and new VIP products.

Creativity in a stand:professionals of Molcaworld felt that the stadium, though grandiose and with stunning bleachers, it was quite cold, with a lot of concrete. That had to be the first aspect of the intervention.

– Soportes Publicitarios: se estudiaron todos los tiros de cámara, los diferentes soportes publicitarios y la pirámide comercial de los partners del Club. Se realizó un análisis completo de alturas de los anillos comerciales buscando incrementar mucho en la visibilidad de los tiros de cámara. Se decidió que todo el primer anillo fuera comercial, mientras que el segundo anillo estaría dedicado a la afición, con frases que hablaran de la historia y del ADN del club.

– Nuevos productos VIP: Se buscaban nuevas experiencias de hospitality, adaptadas a las necesidades del siglo XXI y a la demanda de una generación empresarial más moderna.

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