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Positioning, identity and creative work

Escapix

Escapix, in Perpignan, is an escape game specialist with an excellent local reputation and very positive customer reviews, but a thin digital presence. Its model rests on two audiences: the general public looking for original activities, and companies through team-building offers.

Period
October 2024
Role
Team project, digital lead
Storefront of the Escapix escape game in Perpignan

The brief

Despite its reputation, organic online presence was almost non-existent. In B2B, a lack of visibility among companies and works councils, which did not see the escape game as a team-building solution. In B2C, difficulty raising awareness and engagement among 18 to 30-year-olds on social media, in Perpignan’s highly competitive leisure sector.

Goals

  • Raise the engagement rate on social platforms to 2 to 3%.
  • Increase the reach and visibility of posts, especially to attract customers during quiet periods.
  • Build and grow a strong, loyal community on Instagram, Facebook and TikTok.
  • Grow the B2B side with targeted LinkedIn communication around team-building offers.

Strengths

  • The quality of the games
  • Positive customer reviews

Weaknesses

  • Almost non-existent communication and digital presence

Missions

  • Carry out a full diagnosis of the existing digital communication.
  • Run a competitive analysis to identify industry best practices and the positioning of local and national players.
  • Develop a detailed social media strategy: editorial line, publishing calendar, preferred formats for each network.
  • Define a clear creative brief, promise, tone, benefits, for the B2C and B2B audiences.
  • Propose mock-ups for the media: posts, banners, flyers, story icons.

Deliverables

Communication recommendation

Open the PDF

Final recommendation (PDF, new tab)

Social media mock-ups

Instagram post mock-up, customer feedback
Escapix banner
Post mock-up, visual 1
Post mock-up, visual 2
Post mock-up, visual 3
Instagram post mock-up, labyrinth

Recommendation

Evocation concept: the intellectual adventure
More than entertainment, an experience that stimulates the mind, in three pillars: mystery, which sparks curiosity; thinking and searching, where logic and observation are the keys; team spirit, essential to solving the riddles.
Two promises for two audiences
B2C: “Live an immersive, intense adventure where every solved riddle brings you closer to the thrill of escape.” B2B: “Give your employees the chance to solve riddles together, for cohesion and communication.”
Colours: mystery, intelligence, a stroke of genius
Midnight blue #0E293E for mystery and the unknown. Bright yellow #E4DF00 for energy, the flash of genius and the joy of success. Cyan blue #157DC1 for modernity, logic and communication within the team.
Creative brief
Mysterious and enigmatic on graphic media, posters, flyers, static posts. Humorous on short video formats, Reels and TikTok, for engagement and virality among young people.
Method
A mixed team of first- and second-year students, from diagnosis to benchmark and then co-creation of solutions. As digital lead, I made sure every creative recommendation was anchored in the strategic goals.
Expected results
A strong, consistent and professional brand image; in time, more engagement, a loyal community, more B2B and off-peak bookings, and a leading position in leisure in Perpignan.