The category highlights the most creative, extensive, outrageous, ambitious, and delicious production of a business event. For 17 years, the Ex Awards has shined a global spotlight on the power of brand experiences and the best use of experiential marketing.
Univision is the nation’s leading media company serving Hispanic America. The purpose of the Univision Upfront presentation is to introduce media buyers and marketers to Univision’s portfolio of television networks, upcoming season of content, and power of their viewing audience, to ultimately secure ad buys. Because Univision’s content is primarily in Spanish and features artists and cultural themes, showcasing content via traditional sizzle reels or pilots doesn’t adequately convey the same emotional connection and relatability with non-Hispanic buyers that often drive their purchasing decisions at Upfronts.
To support their vision, FIRST broke tradition and designed an Upfront that was more than just a presentation, but rather an immersive experience. FIRST created a multi-room/multi-floor experience with a cycle of presentations and several activations highlighting Univision’s diverse brands and offerings, allowing guests to engage with content firsthand. The event took place at Center 415 in NYC, an industrial and modern venue featuring multiple rooms over two floors, providing a museum-like canvas.
A 60’ wide stage was set backed by a staggered 70’ LED screen with synchronized content. We then leveraged what was at first the venue’s biggest challenge: massive obstructive pillars. We covered them in LED which were dressed with reflective materials that continued the energy of the content fully around the columns. At moments all the content could synch, while others showcased an intentional barrage of diverse content coming at attendees moving vertically and horizontally. With this approach, we could cross language barriers with sight, sound, and emotion of the content.
And it wasn’t only about stage production…. there was also a custom sangria wall dispenser, revealed to the audience after the presentation!
Learn more about the Event Marketer Ex Awards and Univision’s recognition, here.