CASE STUDY

World Business Forum Sydney | June 12th | The Star, Pyrmont

For twelve years the World Business Forum has been a global source of inspiration, learning and transformation for leaders looking to build better businesses and a better world. Gathering business icons, global leaders, brilliant minds and legendary CEOs, the Forum hosted by World of Business Ideas (WOBI) discusses the issues and trends that are shaping the future of business. The fourth edition of WBF Sydney was hosted at The Event Centre, The Star, on May 31 and June 1 2017, and saw an incredible breadth of content, with world-class speakers from diverse fields.

Speakers included Ken Segall (former Ad Agency Creative Director at Apple), Rosabeth Moss Kanter (Harvard Business School Professor), Arianna Huffington (founder of The Huffington Post and CEO of Thrive Global), Daniel Goleman (renowned psychologist and leading authority on emotional intelligence), Jimmy Wales (founder of Wikipedia), and Randi Zuckerberg (former Director of Marketing at Facebook and founder of Zuckerberg Media).

AAP partnered with WOBI to provide an event content package that included curation, production and publishing of its amazing content.

The complete event content package

AAP supplied the World Business Forum with a complete bespoke content production, curation and publishing solution. The mission was to capture, extend and re-purpose the key highlights of the two-day event with content in multiple and engaging formats such as articles, photographs, video interviews, vox pops and graphics. All content published on the platform was produced and curated by a group of AAP editorial experts on the day and published on a live platform (wbfsydney.live) powered by AAP Publish. The platform offered multiple touch-points with audiences and sponsors, elevating the brand and adding value from participating in the event.


Content curation with an editorial edge

AAP’s expert editorial team supported the event with content production, editing and curation.

By engaging AAP’s bespoke content production team of editorial experts, WOBI also had access to video, video interviews, vox pops, images and stories produced on the day and simultaneously by AAP journalists, producers, videographers, editors and photographers. A team of content curators extracted the best pieces of content and turned them into easily digestible summaries of the day’s learnings and reactions.

"The AAP Team has made it really easy for us, particularly in the lead up to the World Business Forum and on site, allowing us to go on and do our jobs."

– Malisa Mlinaric, General Manager WOBI


Video and Image Production

As part of the event curation package, AAP supplied two photographers and two videographers to cover keynote sessions, attendee reactions and interviews with speakers.

  • Image content: Auditorium, stage, crowd reactions, speakers, delegates, exhibition floor, VIP parties.
  • Video content: Interviews with speakers, delegate vox pops, packaged content, behind the scenes, keynotes on stage.

All videos and photographs were produced for WOBI to utilise in the live website (wbfsydney.live) taking only minutes in some cases between production and publishing. The content was further repurposed for event promotional material, email communication, press releases and corporate website content.

Raw video and edited video clips were delivered to WOBI’s Marketing team within 24 hours. The clips included interviews with speakers, guests, attendees and session highlights.

Bespoke Journalism

AAP provided a professional journalist to interview speakers and delegates as well as curate content produced by AAP’s visual team on the wbfsydney.live website. Their editorial expertise helped to produce content fast such as original articles with an editorial angle and journalistic integrity. This resulted in 37 original stories being created in two days with four times more views than sponsored and partner content.

Digital Screens on site

A digital screen solution was created based on an AAP Publish template which displayed social media content on digital screens at the venue, in real-time, without the need to engage other software or suppliers. The digital display aggregated the event-related hashtags and WOBI social media accounts and displayed moderated posts to convey the buzz during the event.

Live Streaming

Those who were not able to attend or register for the event had the opportunity to stream two selected keynotes. All keynotes were also recorded to offer delegates the chance to relive the experience.

The Results

WOBI was able to deliver high engagement alongside future leads, and promote its brand with a breadth of professional and editorially driven content. Both the content produced and the platform on which it was published achieved the objective of extending the life of world-leading content beyond the duration and location of the event - demonstrating its worth to partners, sponsors and attendees.

  • 342 Images Photographed and Edited
  • 28 Video Clips Shot and Edited
  • 11 Vox Pops
  • 7 Speaker Interviews
  • 20 Speaker Presentation Grabs
  • 37 Stories Created
  • 6,500 Content Views in 2 Days
  • 136 Leads Generated for WOBI
  • 108 Live Streaming Sessions

"What we've enjoyed about AAP's integrated services is that AAP provided all their services from photography to an on-site film crew, to a live platform, and curating it all from a journalist's point of view. It just makes sense having all these services coming from one provider."

Hayden Jeffreys, Marketing Manager, WOBI

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