ECI@創新案例 |CP Bologna METAWORTH
ECI Awards 國際數字創新獎中文簡稱國際艾奇獎，由中國學者聯合27個國家和地區數字經濟領域的創新專家學者共同發起，是公益性、學術性、獨立性研究教育機構IECIA國際數字經濟創新組織于2014年設立，也是全球第一個使用“創新的有效性”作為評價標準的數字創新的國際獎項，也被譽為全球最具權威性與影響力的數字經濟創新“諾貝爾獎”。
通過表彰在商業模式、產品、服務、技術、營銷和管理類別中，以及個人和組織取得的最有創新性的成就，為創新加冕，不斷鼓勵和激勵世界各地在商業和創意產業的創新應用與發展。
案例名稱：CP Bologna METAWORTH
所獲獎項： 元宇宙創新類-元宇宙軟件與服務創新類-銅獎
參賽機構：Yell Advertising Bangkok
獲獎品牌：CPF Food and Beverage Company Limited
背景：
The objective is to bring consumers closer to the brand. Additionally, the pandemic situation keeps consumers and brand apart. Therefore, Metaverse is a great tool to throw such party that people have been longing for in these days. As the brand has an idol as a presenter, to throw a party on Metaverse is quite a challenge because he has fans around the world.
So, we created the party that all the consumers can enjoy hanging out together and in the same time they can share the best experience with their idol. With the customized spaces where they are all designed from the insights of partiers to let them have the closest and best experience in Metaverse. We had over a thousand participants around the world. The event hashtag was tweeted for more than 1.5 million times in just 30 minutes. Moreover, the hashtag was on No.1 Twitter trending in 3 countries also No.3 on Twitter worldwide trending. Most importantly, there was the highest sales in the product history in that period of the campaign.
Our campaign consists of 3 stages of the event and our metrics were different in each stage.
Pre-event: The users had to purchase the products in order to get tickets to our metaverse. The highest spender would get exclusive activities in the metaverse.
KPIs: Number of Sign-ups, Gross Sales Value
At the Event: There were 2 concerts, fan meet, stage games and native games.
KPIs: Number of participants, Duration of visit, Number of interactions by sending emojis, Number of vouchers claimed from games
After Event: We get the feedbacks from social medias
KPIs: Number of post and retweet on twitter, Trend ranking on twitter, Number of videos post on TikTok.
We help brands and their ambassadors to communicate with their audiences in a better way, the audience can exchange their ideas with each other as well, so the brands would get new creative ideas for their businesses.
As we have to serve up to 3,000 participants of this metaverse campaign, we need a solid technology which could still serve as many participants on simple devices. Users can used mobile or iPad to join the event, yet we need to keep the decentralize way of communications. That was our challenge and we succeed it.
Metaverse has had a big impact in the online marketing recently. However, no one ever could use it properly as a tool to create values for the brand. On the other hands, we chose Metaverse not because it has been on the trends but it was a perfect tool for the consumers. Definitely, it created a lot of values during the event. For examples, you could see people from different countries navigating their avatars to sit at the customized space (Bolo bar, the bar where people can sit around and have a chat also playing games) and have a chat in Metaverse. Additionally, people adopted Metaverse and used it like an actual activity they have done physically.
To sum up, the Metaverse in this project allows people to enjoy their new society, activity and creates new experience for consumers especially Thais. Also, it lifts the consumer's perception values for the brand. On the other ways, it creates sales for the product massively like never before.
yell 的小小故事，是從一碗在泰國被稱為 MaMa 的方便面開始。那碗方便面，正是yell 4 位饑腸轆轆的創始人在租用的小小辦公空間里共享的一餐。那年是 2009 年。yell 也從此創立了，而名字當然就源自 Yellow MaMa（黃色 MaMa 面）。九年后，yell 已被 Campaign Brief Asia 評為泰國最新晉的廣告公司之一！一路走來，4 人變成了 80 人，yell 雖然逐漸壯大加上實戰經驗豐富了，但這并未沖淡yell 對創意及行銷的渴望。時至今日，同樣的渴望繼續驅使著yell 無懼與擁有跨國網絡的廣告代理商并驅爭先，并獲得了泰國多個著名品牌的青睞。
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