In 2022, FEMSA released an updated version of its own app, called MIRC (Incident Management and Crisis Resolution), a digital app for reporting, managing, and solving incidents and crises both within FEMSA and its business units. Hence, the purpose of this digital event was to launch the app and conduct a 101 training session.
Therefore, Escuadrón MIRC (MIRC SQUAD) is the umbrella concept of this streaming event, and it is a call for all the MIRC members to play for the team and see themselves as part of an elite squad whose labours, actions, and tasks from day to day have heroic repercussions for the functioning of the company.
The event had three main storytelling arcs: CENTRO DE OPERACIONES MIRC, ESCUADRÓN MIRC EN ACCIÓN, ESCUADRÓN MIRC PRESENTA: UN DÍA NORMAL EN…
CREATIVE CONCEPT & STORYLINE:
Juan Francisco Villa
Juan Francisco Villa
SCRIPTS:
Juan Francisco Villa / Federico Quintana
Juan Francisco Villa / Federico Quintana
ARTS & GRAPHIC DESIGN :
Juan Francisco Villa / Fernanda Aguilar.
Juan Francisco Villa / Fernanda Aguilar.
INDUSTRIAL DESIGN:
Juan Francisco Villa
FILM & VIDEO PRODUCTION:
SIETE MEDIA
SIETE MEDIA
WEB DESIGN:
SIETE MEDIA
SIETE MEDIA
PHOTOGRAPHY:
Juan Francisco Villa/Federico Quintana
Juan Francisco Villa/Federico Quintana
CENTRO DE OPERACIONES MIRC
CENTRO DE OPERACIONES MIRC (MIRC OPERATIONS CENTER) served as the format and main narrative of the event, where, from a set inspired by an emergency control room, two hosts and one special analyst delivered all the content and videos about the app and had one-on-one contact with the audience via live chat.
Almost at the end of the streaming, the hosts assembled a paper toy, which was part of a digital seeding previously sent to the viewers as an event giveaway and as a way of being represented as a member of the squad.
ESCUADRÓN MIR EN ACCIÓN
MIRC SQUAD IN ACTION, a video that demonstrates how to use the app step by step. For example, it will show how to create or report crises and the criteria to assign the type of incident level, among others.
ESCUADRÓN MIRC PRESENTA: UN DÍA EN...
(MIRC SQUAD PRESENTS: A DAY IN THE LIFE OF...) is a webisode created so viewers could understand visually and practically the use of the app in case of an emergency within a FEMSA business unit. The video showed a Coca-Cola delivery man doing a delivery at OXXO and having a fall inside the premises, ending with the cashier woman reporting the incident in the app.
BRAND IDENTITY DESIGN + COPYWRITING
