Aspera turned to the lorries for help meeting several key objectives, the most important being to gain industry recognition for the important role its live streaming technology played in FOX Sports’ revolutionary workflow for the 2018 FIFA World Cup. Other key campaign objectives included:
- Increase brand awareness by promoting Aspera as the leader in high-quality, live streaming and remote production.
- Achieve 50% greater share of voice compared to Aspera’s top two competitors.
- Promote Aspera’s CTO as an industry expert on broadcast-quality live streaming.
Early on in the campaign it became clear that in order to be successful we would have to think wider than a traditional media relations campaign. So, we developed a two-pronged strategy centred around industry tradeshows and awards.
In terms of tradeshows, we primarily focused our efforts on IBC, NAB and NAB Show New York. For example, we aimed to secure panel sessions at IBC and NAB New York by highlighting the ground-breaking aspects of the project to make it stand out from the crowd, offering a FOX Sports spokesperson alongside Aspera’s CTO to provide both a broadcaster and a tech perspective.
We also promoted Aspera’s CTO as a streaming expert by securing a speaking opportunity at a smaller but highly regarded and more targeted industry event, highlighting his first-hand experience at the World Cup to make him a desirable speaker.
In comparison, our awards programme centred around the HPA (Hollywood Production Alliance) and the IABM (International Association of Broadcast Manufacturers). We targeted two of the industry’s most prestigious awards – the HPA Engineering Excellence Awards and the IABM Broadcast and Media Awards – bringing the entry to life by having Aspera’s CTO present to the judging panel live from the World Cup in Russia.
As a result of our double-pronged approach, we met every objective set to us. From claiming victories at the industry’s most coveted awards, to securing speaking slots at the year’s biggest events, we helped to drive brand awareness and illustrate the success of the project to a wide audience of broadcasters, sports organisations and other content owners.