PortAventura World
Client
Industry
Tech
Services
Content Copywriting Tone of voice UX
www.portaventuraworld.com
The Beat Challenge is an exciting joint venture between PortAventura World and LaLiga. By tackling a football AR game, they created a new kind of mobile-based augmented reality (AR) experience designed to be used at PortAventura World park in Tarragona, Spain, as well as beyond it. Players create and customise their avatar, develop soccer skills, and compete against the Legends of LaLiga.
Craft Words were asked to develop the verbal identity, strategic messaging, in-app copy and launch comms. As well as handling all translation and UX writing, from the website to the mobile app. Partnering with the team at Copa90, our goal was to make the experience simple, clear and engaging.
Our proven experience in tone of voice and copywriting for the sports market made us an obvious choice for this project. We’d previously completed successful projects for both Nike and Dunlop, so the team at Craft were well equipped and eager to take on the challenge.
We wanted The Beat Challenge to be exciting and inclusive, so our messaging found the sweet spot between a sense of community, passion for the game, and the call of adventure.
We created a tone of voice that summed up what football culture should be – ambitious but not aggressive, playful but progressive. Most importantly, it captured the adventurous spirit The Beat Challenge wanted to inspire in players.
Defining a brand’s verbal identity can be painstaking but our messaging nailed it for the client, pretty much first time with virtually no tweaks. The work was so well liked that it was used beyond our own remit, influencing the launch comms and social media campaign.
One challenge for our copywriters was that the app had a large Spanish audience, so we brought on board a trusted partner to translate the work into compelling Spanish, French and Catalan..
Of course, good translation isn’t about producing a word-for-word equivalent but about transcreation. Taking the essence of what you’re saying and adapting it, using idioms and phrasing that resonates with a local audience.
One of our taglines relied on wordplay that wouldn’t directly translate. We’d included a reference to ‘game day’, which had two meanings – the day of the match and the slang term for going out to achieve something. Sadly this wordplay would be literally lost in translation.
In Spanish, ‘game day’ means nothing. And ‘juego’ the Spanish word for game, has heavy connotations for the world of sports betting. So we collaborated closely with the translation team to solve this, and as a result, rewrote the tagline for the Spanish market.
Every project is an opportunity to make a positive difference for our clients. And equally, a chance to learn and grow.
Our collaboration with Copa90 helped visitors to PortAventura World experience the park in a completely new way. And provided football fans everywhere with some innovative AR fun.
Meanwhile, the translation challenges provided a useful lesson. We’ve learnt to take a more holistic view and to collaborate more closely with transcreation experts right from kick off.
Our UX put players at the heart of the game while our audience-grabbing verbal identity scored strong engagement. The result was a happy client and a ‘back of the net’ feeling for everyone at Craft. The Beat Challenge pioneers a new approach to immerse people even deeper into the physical locations they can explore. It’s an updatable platform that will continue to evolve and grow.
Let us show you what Craft Words can do for you.
Reliably supported our product teams with great copy, but also essential in setting up foundations for voice & tone and other content guidelines. Hertje Brodersen Head of Design ∙ Experience Strategist, Zalando
Hertje Brodersen
Head of Design ∙ Experience Strategist, Zalando
Everything you could ask for. On brief, on time and always looking to improve the work. Highly recommended. Raul Balreira Digital Project Manager, Tribal Worldwide London
Raul Balreira
Digital Project Manager, Tribal Worldwide London
Paul just gets it. He elevates content to the next level. He’s a talented writer, creative and a very clever communicator. And he’s great to work with – hard working, passionate and extremely humble. Anna Murphy Content Manager, PepsiCo
Anna Murphy
Content Manager, PepsiCo
Very professional and knowledgeable. I had a great experience working with Craft Words organizing communications training for the Digital Impact Alliance. They customized each workshop to our specific needs and industry, and were adaptable as new things came up. Our team had a lot of fun during the sessions and learned new strategies and techniques for writing and presenting. Arielle Diamond Senior Communications Manager, Digital Impact Alliance (DIAL)
Arielle Diamond
Senior Communications Manager, Digital Impact Alliance (DIAL)
Paul knows his audience. One of his sayings has become a team mantra – ‘Your audience always has an opinion. Start there.’ Anita Stubenrauch Author of Apple's Credo
Anita Stubenrauch
Author of Apple's Credo
Paul exemplifies the best elements in a writer: he’s constantly looking for inspiration, and maintains a childlike sense of wonder for new things. His appetite for all things literary is humbling and he’s the nicest guy you’ll ever meet. Ben Oliver Vice President, Creative and Original Content at RFRSH Entertainment / Blast Pro Series / Astralis / Origen
Ben Oliver
Vice President, Creative and Original Content at RFRSH Entertainment / Blast Pro Series / Astralis / Origen
Paul is a true wordsmith. He is never satisfied with ‘good enough.’ It was a pleasure to work with—and be inspired by—someone constantly seeking experts and experiences to hone his craft. Anita Stubenrauch Senior Content Manager, Apple
Senior Content Manager, Apple
It was a pleasure to work with Paul. His great collaborative mindset and professionalism push the deliverable to the next level. He’s a great content strategist, writer and thinker who asks insightful questions to push the design. I’ve never worked with a writer who influences design so much. Seisho Manabe Director, Frog Design
Seisho Manabe
Director, Frog Design
We recommend Craft Words to anyone who wants to find their voice and put personality to a brand. Simon Croft Founder and CD, Orangery
Simon Croft
Founder and CD, Orangery
Craft Words patiently worked with us to have a deep understanding of our history, our purpose, our values, our successes and failures. They then translated that work into authentic stories and positioning which truly reflect who we are. We are very grateful to work with them. Alex Olmedo Co-Founder, Fast-Track
Alex Olmedo
Co-Founder, Fast-Track
Tone of voice and brand challenges resolved via well-crafted words across all channels, to get you and your brand, business or organisation wherever you wish to go. Liam Morgan Cogs
Liam Morgan
Cogs
Paul is one of the most insightful writers I’ve worked with. He’s a strong and proactive creative whose infectious enthusiasm and forethought have driven many global campaigns to success. I couldn’t recommend Paul more highly. David Clarke Executive Creative Director, Huge
David Clarke
Executive Creative Director, Huge
Straight away, we saw Craft’s work ethic and can-do attitude. There have been many big projects where we needed support and this took a lot of weight off our shoulders and meant we could concentrate on more strategic decisions driving the projects. Andrew Penfold Digital & Content Marketing Manager, Security & Safety Things
Andrew Penfold
Digital & Content Marketing Manager, Security & Safety Things
Really friendly, talented and experienced copywriters. We’ve worked together on several projects for Nike EMEA and Global - extremely easy to collaborate with. Jorge Cumbre Unseen
Jorge Cumbre
Unseen
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