Motor Presse Stuttgart is one of Europe’s largest specialist publishers. Every year, readers of AUTO MOTOR UND SPORT vote for the best cars of the year and answer questions on all aspects of mobility. The winners and results of the statistical analysis are announced at a gala event in front of an international audience. VISUELL has been designing this live event BEST CARS for many years.
This year, three months ahead of the BEST CARS awards, we are adapting flexibly to the circumstances of the global pandemic and developing a new concept. We are utilising the website medium to create an interactive scrolly-telling site comprising various videos designed to retain the entertaining nature of the event. Under the motto: “Like never before! An interactive experience!”, a virtual experience is created. For the first time, we are reaching not only the specialist audience of the automotive industry via this medium, but also the readers of the magazine AUTO MOTOR UND SPORT.
Our concept clearly differs from other virtual award ceremonies in its execution. We are moving away from stage sets or filmed screens and creating a completely new cinematic world. In doing so, we are taking advantage of the freedom from time and place constraints, as there is no live audience.
BEST CARS 2021 must, even in this format, live up to the high standards of previous gala events. We are developing the concept of an atmospheric garage setting in which the editors-in-chief announce this year’s winners. Little by little, the ideas and the design of all the videos are taking shape. These include a promotional film for the media brand AUTO MOTOR UND SPORT, the presentation of the winning cars, the presentation of the brand images and the 2021 campaign themes for AUTO MOTOR UND SPORT, as well as the announcement of the winners of the new cars raffled off in the survey. During the awards ceremony, each car category is introduced with a rousing trailer, the music and editing of which are tailored to the class – heavier music for SUVs and lighter, faster music for small cars or convertibles. Another highlight is the announcement of the INTERNATIONAL PAUL PIETSCH AWARD, featuring a guest appearance by this year’s winner Markus Schäfer, a member of the Board of Management of Daimler AG and Mercedes-Benz AG.
At the same time, the print media – invitations and brand image brochures – are being developed and adapted to the current design concept: a dark aesthetic with bright, glowing neon effects reflects the setting. VISUELL develops the design, storyboards and texts in constant dialogue with our client. Together with Dennis Krahwinkel as cameraman and the dreifarbenpanda team, VISUELL carries out a professional film shoot, including direction, set design, sound, make-up, teleprompter technology and even in-house catering.
Naturally, during these shoots in the midst of the coronavirus pandemic, VISUELL complies with the relevant requirements and guidelines of the employers’ liability insurance association and appoints a representative. The many different sets and camera angles are planned and rehearsed in advance, and a logical shooting schedule, including a shooting board, is drawn up. Good planning – good results. The shoot is thus a complete success.
With energy and motivation, we carry out post-production: editing, sound, colour grading, further minor filming and finally the final scrolly-telling site. In doing so, we examine and test the website’s usability and develop an intuitive UI/UX design that guides the user through the site. Everything is in motion; everything moves in this multi-layered large-scale project. Motion design featuring elaborate 2D and 3D animations demands complex content and conceptual work from us and adds the finishing touches to the videos. In particular, the brand imagery – the heart of the event – by Markus Eiberger is virtually mapped into the space using statistical graphics to match the content.
On 11 February 2021 at 9.00 am, BEST CARS 2021 goes live at bestcars-award.com. Both digital, personalised invitations and advertising on social media channels are drawing attention to the interactive experience. After just one day, the website has already recorded 33,600 pageviews – a resounding success.
With this project, we have demonstrated courage and forward-thinking, and can look back on a successful and multifaceted major project characterised by excellent teamwork.
“With this interactive, cross-media awards ceremony, we were able to uphold the high standards of our renowned BEST CARS event even in a virtual setting. High visitor numbers and the positive feedback from our customers impressively confirm that, through close collaboration, we have created a mix of print, web and social media products perfectly tailored to the target audience.”
Markus Eiberger,
Head of Marketing
Member of the Executive Board
MOTOR PRESSE STUTTGART
