Growing need for brands to create TV-quality interactive video formats
Aviko shifts marcom focus to live streaming after pandemic
Amsterdam, 7th June - One of the world's largest potato producers, Aviko is putting ten thousand Dutch people at home to cook with an innovative live streaming cooking concept. The format was developed during the pandemic by marketing agency Backbone and live streaming video producer We Are Live as an alternative solution to a physical event. Due to the high level of engagement and sixfold increase in attendance, viewers will once again be invited to join in cooking and eating live from their own kitchens in upcoming editions.
The interactive format recently won the People's Choice award for Virtual Events & Experiences at the International Eventex Awards 2022. After a Christmas and Spring edition, multiple events will follow later in the year.
Cooking and eating together for maximum brand experience
Aviko's cooking concept originated as a physical event that attracted around 1,500 participants at a time. During the pandemic, the cooking concept necessarily continued digitally, but with a much greater impact as a result. "Thousands of participants cooking along live with Aviko products and then sharing their prepared meals online - this creates a valuable connection with our brand, said Ingeborg Blaauw, International Marketing Manager Retail. "The strength of this format is the mix of a cooking workshop, a TV show and a true community experience. The results exceeded the set targets: both the Christmas and Spring editions were fully booked and ten thousand people participated in the cooking at home per edition. Finally, the 3.5-hour show was completely watched by 95% of the audience. We are looking forward to the next editions!"
Rapid growth of live stream registrations
Since the pandemic, there has been a huge increase in parties offering live streams. Thomas Mulder, Managing Director of We Are Live: "Since our start in 2008, we have seen the market change dramatically. Often a camera is added to an event at the last minute, but that adds little to the experience. Fortunately, we also see brands like Aviko, who understand that more is needed to really connect with people at home. This requires an elaboration of creative format that thinks about the entire brand experience, leading to a TV-quality production with an editorial team, lighting, scripts, multiple camera shots and tight direction. In this way, a live stream results in high viewer engagement and turns them into participants, not spectators."
360 campaign experience
Aviko runs an integrated media campaign for each Cooking Workshop with a call for registration via TV commercials, newsletters and social media (Facebook, Instagram), among others. This is followed by the live stream event from a fully styled outdoor set in the atmosphere of that season. Ten thousand participants watch and cook along from home and another 100 VIP participants cook along live on screen via a special Zoom link. The day ends with a collective festive tasting dinner, after which participants share their prepared meals online with #avikokerstkeuken and #avikolentekeuken. For the next editions, the presentation is again in the professional hands of chef Wim Ballieu (24Kitchen) and TV presenter Vivian Slingerland (Koffietijd).