Dec 12, 2014
Télé Moustique becomes Moustique (again)
The social trends*
* Research Wide 2008, research on the behavior trends of Belgian French speaking consumers
The impact on Télé Moustique
Managing paradoxical expectations has become a need for each individual
– How to reconcile my interests and my integration into society?– How to relax while learning?– How to take seriously the notion of relaxation and pleasure?– How to defend his beliefs without being considered naïve?– How to be proud of my identity while remaining open to others?– How to share my info with the info of the experts?
The so
cial tre
nds
The impact on Télé Moustique
A modern medium should provide personal answers to these paradoxes
Télé Moustique must satisfy these paradoxical expectations
The so
cial tre
nds
The impact on Télé Moustique
The notion of entertainment is no longer opposed to the notion of serious
Young adults learn about politics from talk showsThe cultural sector has incorporated the parameters of entertainmentQuality papers evolve towards tabloidsDocumentaries are being scripted and the mockumentary enters the sceneMuseums are organizing activities for children and families
The so
cial tre
nds
The impact on Télé Moustique
This “decompartmentalization” has a strong impact on the media
The ways to gather informationThe forms of entertainmentThe approach to culture
Télé Moustique must become a “seriously funny” magazine
The so
cial tre
nds
The impact on Télé Moustique
The so
cial tre
ndsMe, Myself and I
Me, my family and my social network
Me and my society
Télé Moustique must respond to the individual needs of his readers
New brand identity
New
bra
and id
entity
Moustique is the friend who we listen to.
Still a little rebellious, always
curious, he is the one who makes you think and move, surprises you and amuses
you.
A mission: trusted filter
A modern guide, credible and positive via valuable selections:• Opening pages and dedicated sections• A clear Moustique style with consistent color codes• A thorough treatment of info
New
bra
and id
entity
Tone of voice = seriously funny
A unique blend on the Belgian french speaking market:
• Moustique = the serious weekly that talks about everything without taking itself seriously
• A mix of info and entertainment• Challenging & fun• Expert & accessible• Serious and unconventional
New
bra
and id
entity
Values
• Modern, close to the readers and its concerns & personal expectations (and therefore open to the trends of the moment)
• Seriously funny• Trusted filter (a credible selector)• Stimulating (appeals to discovery and desires)• Pleasure (individual and shared)• Open
New
bra
and id
entity
The structure = a gateway to a rich variety of content
Moustique is more structured and clear, which means:
• A clear and complete vision about its content• Articles/topics easy to find• Cues to navigate easily in the magazine
New
bra
and id
entity
A complete weekly
television guide with a central pillar
TV
A general magazine
with a balance of 4 central pillars
Moustique confirms a new identity through the balance of 4 pillars
The 4 pillars
New
bra
and id
entityA C T U A L I T E
T E L E V I S I O N
1The 4 pillars: news/society
A selective approach of news and society through:
• News = 10 essential stories• Articles, editorial reports = the controversy, the survey, the
explanation, the meeting, …• The personalities of the moment or of all times = interview, portrait,
…
New
bra
and id
entity
New
bra
and id
entity
New
bra
and id
entity
New
bra
and id
entity
2The 4 pillars: television/radio
An active and qualitative approach of television via:
• Thorough articles and backstage news• The “not to miss” = the discoveries of the week, by theme• The “selections” = the best television programmes/day• More functional listings for a quick comparison of the TV offer
New
bra
and id
entity
New
bra
and id
entity
New
bra
and id
entity
New
bra
and id
entity
3The 4 pillars: culture/leisure
• A more complete and stimulating approach of leisure• Culture and leisure in Moustique = being informed,
discover, enjoy• Two different approaches , but for one single target group:
– Culture: articles, news to know– Mosquito: selections, reviews, suggestions
New
bra
and id
entity
New
bra
and id
entity
New
bra
and id
entity
4The 4 pillars: trends
• A new content (a lifestyle mix) to accompany its readers into their private sphere
• An approach in line with the rest of the magazine, positive but critical, via:– A selection of new ideas (to open with)– Articles with more useful info
New
bra
and id
entity
New
bra
and id
entity
New
bra
and id
entity
New
bra
and id
entity
New
bra
and id
entity
L’humour et la légèreté sont présents dans tout le magazine
Les invitations à faire, découvrir, sortir, s’informer… sont
présentes
Il y a des nouvelles rubriques à lire, des choses à savoir; des anciennes rubriques mieux
valorisées à redécouvrir
Un moustique avec une vraie identité;
un moustique qu’on lit plus
complètement
* Qualitative Research on the new Moustique (nov 2010)
They discover Moustique and they respond*:
New
bra
and id
entity
New look & feel
The look is younger, more modern,
more dynamic, more readable and
therefore more pleasant and attractive
It’s an invitation to enter the magazine, to
discover the articles, to better capture the articles at a glance
New
look &
feel
New
look &
feel
Logo
New
look &
feel
Cover
New
look &
feel
A greater visual impact
• White and matte paper:+ contrast, + color rendering
• Typo 100% (not condensed) = improved readability
• Illustrations: + impact of photography
Impact
New
look &
feel
The identity of the magazine underlined by layout tools present from the first to the last page
• Logo• Logotype (moustique)• Titles• White boxes
Identity
New
look &
feel
The opening grid: strong hierarchy via visual impact through an opening on the right
The grid
New
look &
feel
The article grid: secondary reading through exterior columns
The grid
New
look &
feel
A coherent tool box through out the whole magazine: headings, titles, sidebars, rounded squares, taglines, captions, up & down, labels, logotypes …
Toolbox
New
look &
feel
La cover annonce un changement
La structure et le lay-out rendent la lecture plus facile
et agréable (+nouveau papier)
La télé a disparu de la cover
Le lay-out est attirant
Le lay-out donne envie d’aller plus loin
La structure est claire
C’est plus coloré
C’est moins strict, plus moderne
They discover Moustique and they respond*:
C’est plus jeune, plus attrayant
* Qualitative Research on the new Moustique (nov 2010)
New name
and logo
New lay-out
Trusted filter
Coherent structure4 pillars
in balance
Premium content
ConcreteGuide Tips
A new Mosquito Seriously
funny
Television grid
A section on the latest
trends