UD Trucks Extra Mile Challenge: Virtual Gala Success
Extra Mile Challenge is the competition and award endorsed by UD TRUCKS. The UD Trucks drivers from various countries compete in the country level competitions, where the winner qualifies for the global finale, which is held in Tokyo. The drivers compete in the mixture of skills that go into successful truck driving operation and maintenance. The winners are announced and celebrated in the ceremonial gala event.
UD Trucks Japan planned to run the final competition in 2020. But, the pandemic happened. Everything stopped and got locked down, including the Extra Mile Contest. In 2021, the UD Trucks decided to run the ceremony anyway, with a new challenge – it has to be a virtual event.
Output
Webcast Live Event, Studio Architecture, Interactive Experience, Brand & Marketing Value.
The Experience
The UD Extra Mile Challenge is UD Trucks’ global driver competition.
There are local market qualification rounds, and the best driver selected in each market will qualify for the Global Final at the UD Experience Center in Tokyo, where finalists compete to find out who is the ultimate driver.
The Global Final was impossible to organise during the pandemic in 2020. It was postponed to 2021, and when the pandemic did not allow it to happen again, the UD Trucks decided to run the virtual version of the event anyway. The challenge was on, YF got to make it the experience.
We embarked on the journey of taking the otherwise face to face ceremony to the virtual experience, not compromising on happy moments, thrills and chills.
THE METHOD & PLAN
Plan, Produce, Stream.
Steps
1. Concept & Key Visual
What is the purpose? How does the event look like? What is the look & feel? Messaging? Who is the end consumer? Recipient. Is this entertainment, or do we create the PR value and elevate the brand equity? We design basics, so we are ready to use them in later stages.
2. Design the story & experience
We know what we want to say. Let us say it, and design all the assets to support the message.
- Story - Award Package - Gifts – Merchandise - Screen Overlays Design - Imagery & Messaging
3. Produce the videos & merchandise
Produce the physical gifts (merchandise), assemble the packages.
4. Deliver to assemble the show
Assemble the designed, produced materials into the coherent show.
- Show Rundown - Equipment plan - Studio Architecture - Crew
5. Livestream & Webcast
Run the show. Follow the plan. Stream and cast.
CONCEPT & KEY VISUAL
Design the Key Visual & Messaging.
DESIGN THE STORY & EXPERIENCE
Gifts, Award, Package, Merchandise.
PRODUCE THE VIDEOS
Hero Movie, Message Video, Stings.
Hero Movie
Who is the ultimate driver? You all are the ultimate drivers! The hero appreciation movie, to celebrate those who kept hauling through difficult times. Those who did not let the societies down.
- 9 Markets - 10 Drivers - Many Heroes
MESSAGE FROM THE MARKETS DIRECTORS & DRIVERS
SHORT STINGS
The Show Rundown
1. Virtual Ceremony Section
- Stakeholder Webcast - Media & Guest Livestream - Live Interpretation - Channel Switching - OBS Foreground Live - Live Show - Video & Prerecorded Material
2. Media Section
- Media Q&A - Media & Guest Livestream - Live Interpretation - Channel Switching - OBS Foreground Live - Live Show
The Show Highlights
1. Virtual Ceremony Section
- 3000 views - 80 stakeholders
2. Media Section
- 60 Media & PR Journalists - Al Masaood - OwnerDriver - Construction Business News - Focus on Transport
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