Navico usually launches products like the Simrad NSX at onshore boat shows but after COVID, these events could not happen on the same basis. So our job was to replicate an in-person boat show, gain as much attention as normal, and reach the same audience. But the key to achieving this was appealing to two different audiences: The first was aimed at members of the media and would include an interactive live Q&A between the press and Simrad’s European Vice President Mike Fargo, Product Developer Steven Thomas and European Marketing Director Gemma Davies. The second event was for their long-term sales partners around the world. The experts took questions from host Alec Wilkinson about the functionality of the product but also their favourite way to use the product. Gemma Davies then gave a live demonstration of some of the NSX’s features. The live element was perfect for conveying the expert’s passion for the product and their knowledge of what the market needed.
The live stream was achieved by using a software called vMix which is a vision mixing software that allows users to switch inputs, mix audio, record outputs, and live stream cameras, videos files, audio, and more, in resolutions of up to 4K.
The event was streamed onto a bespoke branded platform that had been created specifically for the launch. Prior to the start of the event, attendees were sent login details and a password that they would need to access the site. The platform had an inbuilt Slido plugin that allows viewers to submit questions. The team in the studio could then see these questions and directly respond to the attendees in real-time. Having an interactive component like this adds an extra layer of engagement to a virtual event.
The two live streams, combined with the on-demand upload of the live stream, was watched by over 1200 customers and key retailers around the world. This resulted in their sales team unprecedented sales orders for a new product in the initial weeks after the event. The media also heavily engaged with the event and the launch was covered by 19 media outlets (and counting).
It was an incredibly smooth and seamless presentation, more than worthy of a mainstream TV broadcast. The host (whom I have not seen before – but hope to again) was outstanding.
Laura Shaughnessy, Managing Editor BOAT International
