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Case Studies : 2004 Internet Awwwards
Overall the event was a great success, with many guests and sponsors commenting it was the best Internet Awwwards ever!
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Event Brief
2004 marked the seventh annual Internet Awwwards. The Forum Group was appointed to manage all aspects of the event, reporting to the organising committee made up of representatives from the five founding sponsors: Fairfax Digital, News Interactive, ninemsn, Sensis MediaSmart and Yahoo! In managing the event, we were tasked with increasing the profile of the awards and positioning them as ‘coming of age’ in line with the development of the online advertising industry.
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The Thinking
There is an over saturation in the advertising industry in terms of awards ceremonies so it was important to differentiate the Internet Awwwards from the many others that agencies and companies can enter. In order to position the Internet Awwwards as a valid representation of the effectiveness of the work entered, we determined that the first important step was to develop a recognisable brand that showed this was not just another awards ceremony. This brand could then be used year on year to build equity and ensure that people held the Internet Awwwards and the judging process in high regard. The other challenge was to successfully produce an event that would engage the typically cynical audience, and give them something they had not seen before.
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The Event
The event was designed to take place within the one space, with each space being revealed as the evening progressed. Upon arrival guests were treated to welcome drinks on the balcony, with views of the Sydney Harbour bridge. Once the ceremony was underway, guests were seated theatre style in the main presentation area.
The ceremony was kept short and sharp with a sprinkling of entertainment to ensure the audience were kept engaged throughout. Once this concluded, the screen rolled up and the drapes rolled back to reveal a slick, welcoming after party space.
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The Outcome
Tripod were engaged to entertain the audience at the commencement and conclusion of the official ceremony, with their famous ‘song-in-an-hour’. This was very well chosen entertainment for the audience, and injected some humour to the evening whilst still keeping the seriousness of the awards. When the after party was revealed the audience moved through to the party space and partied until late. The clients were very happy that the objective had been met, and the profile of the Awwwards had been raised. Overall the event was a great success, with many guests and sponsors commenting it was the best Internet Awwwards ever!
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