Challenge:
The Asian Academy Creative Awards (AAA) are Asia-Pacific’s most prestigious awards for creative excellence. It is an annual awards programme, made up of an industry conference and award show, celebrating and actively promoting excellence in Asian content, media production and creativity across 16 nations.
In 2020, AAA was run as a fully virtual, ticketed experience, digitally exclusive on Facebook. The 2020 event provided a platform for Asia’s creative community to gather, virtually. Further to this, it also gave fans a glamorous glimpse of their favourite stars and industry personalities via a CGI red carpet.
Goals:
- Develop the Award’s first ever CGI red carpet.
- Drive fan and industry engagement at the award ceremony.
- Deliver a conference experience that the industry engages with.
Strategy:
With the pandemic limiting the industry’s ability to gather in person, the 2020 AAA event team were forced to think outside the traditional event box. Watching other virtual award ceremonies and events take place, they were determined to create an experience that would lift the spirits of their creative colleagues and fans.
The CGI Red Carpet:
“We noticed that no one was doing red carpets”, said Michael McKay, President, Asian Academy Creative Awards. “Many celebrities and creatives we spoke to felt disconnected and missed this experience. It’s often a moment where they engage with fans.”
“Facebook was the ideal partner to engage celebrities and fans, and bring them together.” – Michael McKay, President, Asian Academy Creative Awards.
Facebook worked with AAA to bring the first ever virtual red carpet event for public viewing exclusively on FB via FB Live. Sporting impressive CGI and capturing live feeds from six different studios across the region, it was an event of high production value and star-studded with popular regional celebrities.
Image Credit: www.facebook.com
Results:
The Asian Academy Creative Awards reported these results:
- Over 4.5x growth in Live video views from 2019 to 2020.
- 50% increase in followers (2019 vs 2020)
- 4.3M interactions (2020)
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