UPFRONT AND PERSONAL
FIRST explains how the agency took a traditional in-person event online , using a TV broadcast template .
or 25 years , FIRST has been bringing brands and audiences together from around the world through creative , connected experiences , whether in person , virtually , or a combination of both . We ’ re focused on challenging patterns and assumptions , digging into client goals and objectives to bring the right recommendations , and helping them navigate an ever-changing landscape . In 2020 , we partnered with Univision to bring its industry-leading Upfront to life virtually for the first time .
Univision is well respected as a leading Hispanic Superbrand . With its exclusive reach of an unduplicated audience , Upfront is a chance to showcase its content and advertising opportunities . Univision faced the challenge of cutting through the noise of the many brands vying for digital space in what is a very crowded arena , to introduce its upcoming programming to advertising agency partners and the media .
The 2020 goal was to break through the uncertainty of the broadcast industry to reach its audience of more than 3,000 targeted virtual attendees at this annual , industry-wide event . Even in challenging times , Univision can accelerate growth for ad buyers with the Hispanic consumer .
A key focus for FIRST was ensuring that the message broke through the screens of virtual viewers and was reflected in every touchpoint throughout the event . Together , Univision and FIRST drove to create an awe-inspiring experience that kept attendees engaged , celebrated Univision ’ s speakers , and excited audiences with dynamic content .
The brief
FIRST was tasked to bring this once two-day in-person experiential event to life for the first time virtually , incorporating a live Business Update , Upfront and exclusive Press Event .
Approach
FIRST strategised to adapt what was traditionally an in-person experiential event into a month-long digital engagement , to unite key shareholders , executives , clients from the ad-media sphere , as well as Univision employees . FIRST focused on how best to elevate and deliver Univision ’ s message , to break through the screen and engage its audience at a time when everyone was feeling video-fatigue , and to provide the press with the exclusive ‘ inside scoop ’ on the year ahead .
Solution
Upfront was streamed live to 3,200 simultaneous viewers and featured pre-recorded segments with executive talent in a broadcast studio setting . FIRST collaborated with local health and safety guidelines to virtually coach speakers , produce in-studio segments , and create a powerful high- production show . CN www . conference-news . co . uk