Media creation and management solutions specialist EditShare has partnered with broadcast solutions expert Big Planet Media on the live production of the Australian tourism campaign “scUber,” which promotes the Great Barrier Reef, via the world’s first rideshare submarine, operated by Uber.
The integrated marketing campaign showcases the biodiversity in the marine ecosystem via the submarine powered by Uber, and used EditShare’s live production workflow solutions to capture the campaign’s maiden voyage and share 4K content across broadcast and digital channels, in real time. The campaign videos of the Great Barrier Reef take viewers to depths of more than 98 feet, and include 180-degree views.
“The beauty of the EditShare live production solutions is that it’s incredibly flexible, especially for a scenario like this where the minutes really count,” said Paul Hayes, regional sales manager of Asia for EditShare. “With immediate access to 4K and HD simultaneously, EditShare facilitates the creative workflow, enabling storytellers to use the tools they are familiar with to create compelling content that engages audiences across linear and new media channels.”
The live production was set on the remote Heron Island in Queensland, Australia, and leveraged EditShare EFS media engineered shared storage and Flow Media Asset Management. EditShare workflow and collaboration capabilities allowed creative teams from Big Planet Media and Publicis to capture and distribute live 4K and HD content from the scUber voyage in a variety of news, commercial and press packages.
“The scUber campaign aimed to reset the story of the Reef and grow positive awareness in our key western source markets,” said Michael Branagh, group executive marketing head of tourism and events for Queensland. “We were able to achieve $130 million in advertising space rate from a KPI of $40 million through earned media alone by a combination of efforts across PR, social media, one to one media engagement, all while leveraging EditShare’s flexible media production technology with 95% of all stories on message and positive.
“The campaign resulted in three times more positive social sentiment of the Great Barrier Reef. Further, early indications show that the positive impact of scUber has led to an uplift in bookings and an increase in intention to visit Queensland from the long-haul markets. Being able to share such visually compelling content in real-time around the world contributed to the success we achieved with this campaign.”
EditShare’s collaboration tools facilitated fast content production and media sharing among creative teams, the company said, and helped organize marketing and press assets by several categories, including drone footage, island vision, reef vision, underwater reef vision, scUber underwater vision, and more.
“We had 24 hours to shoot this footage, ingest it into the EditShare system and then edit immediately for material to be dispatched that night,” said Vicki Lee, head of broadcast and content for Publicis Worldwide. “Our deadline demanded that the footage be top quality as there was no time for low resolution ingest and offline editing, followed by the conform of high-resolution footage for grade, online and mastering. By forgoing the traditional workflow systems and leveraging EditShare we were able to successfully execute on our fast turnaround approach to this campaign without missing a beat.”