INTRO

Extra Mile Challenge is the competition and award endorsed by UD TRUCKS. The UD Trucks drivers from various countries compete in the country level competitions, where the winner qualifies for the global finale, which is held in Tokyo. The drivers compete in the mixture of skills that go into successful truck driving operation and maintenance. The winners are announced and celebrated in the ceremonial gala event.

INPUT 

UD Trucks Japan planned to run the final competition in 2020. But, the pandemic happened. Everything stopped and got locked down, including the Extra Mile Contest. In 2021, the UD Trucks decided to run the ceremony anyway, with a new challenge – it has to be a virtual event.

OUTPUT 

Webcast Live Event

UD Trucks produced the full-fledged interactive webcast show based on popular virtual meeting software with YouTube live stream component. 

Studio Architecture

UD Trucks managed to utilise the studio hardware equipment and infrastructure to maximum effectiveness. The set goals were ensured by the implementation of extra software and hardware plugins.

Interactive Experience

UD Trucks made sure that the show delivered the joy and entertainment in as far as possible emulation of the live “Face2Face” gala ceremony. 

Brand & Marketing Value

The result created cheers and happy faces. The Interactive Media section with interpretation and Q&A section surprised with the attendance and generated attractive PR value.

SCOPE  

Planning & Agile Development
  1. Define the goal
  2. Identify the way there
  3. Consult the way towards goal
  4. Adjust & Redefine 
Visual Identity
  1. Concept & Ideation
  2. Creative Direction
  3. Design Direction
  4. Logo Design
  5. Design Look & feel
  6. Key Visual Design
  7. Visual Identity Assets
  8. Design Application
Merchandise & Shipping
  1. On Brand Design
    1. Selection of items
    2. Items design
    3. Print pre & production
  2. Vendor Management
    1. Design requirements
    2. Print
    3. Feasibility
    4. Procurement
  3. Shipping
    1. Partner selection
    2. Package assembly
    3. Information submit
    4. Management
  4. Digital Design Assets
  5. Copywriting JP / EN
Video Production
  1. Hero Movie – Main Movie
    1. Story creative
    2. Dramatisation
    3. Footage sourcing
    4. Voice Over recording
    5. Copy & Messaging
    6. Screen/Display Design
    7. Assembly
    8. Edit
    9. Render
  2. MD & Markets Interview
    1. Screen/Display Design
    2. Assembly
    3. Edit
    4. Render
  3. Sting Movies
    1. Copy & Messaging
    2. Usage Appropriation
    3. Assembly
    4. Edit
    5. Render
  4. Event Highlight PR Movie
    1. Opening Edit & Creative
    2. Assembly
    3. Edit
    4. Render
The Event
  1. Concept & Ideation
  2. The Event
    1. Show Rundown
    2. Show Design
    3. Studio 
    4. Dramatisation
  3. Studio Design
    1. Equipment 
    2. Tech Architecture
    3. Software interaction
  4. Webcast
    1. Platform Selection
    2. Rehearsal & Education
    3. Connection
    4. Feasibility
    5. Interactive
    6. Performance
  5. Livestream
    1. Platform Selection
    2. Interpreting
    3. Q&A section
    4. Streaming Performsance

The Experience

Extra Mile Challenge 2020/21

The UD Extra Mile Challenge is UD Trucks’ global driver competition.

There are local market qualification rounds, and the best driver selected in each market will qualify for the Global Final at the UD Experience Center in Tokyo, where finalists compete to find out who is the ultimate driver.

The Global Final was impossible to organise during the pandemic in 2020. It was postponed to 2021, and when the pandemic did not allow it to happen again, the UD Trucks decided to run the virtual version of the event anyway. The challenge was on, YF got to make it the experience.

We embarked on the journey of taking the otherwise face to face ceremony to the virtual experience, not compromising on happy moments, thrills and chills.

Step 0: The Method & Plan

Extra Mile Challenge 2020/21

Plan, Produce, Stream

1. Concept & Key Visual

What is the purpose? How does the event look like? What is the look & feel? Messaging? Who is the end consumer? Recipient. Is this entertainment, or do we create the PR value and elevate the brand equity?

We design basics, so we are ready to use them in later stages.

2. Design the story & experience

We know what we want to say. Let us say it, and design all the assets to support the message. 

  • Story
  • Award Package
  • Gifts – Merchandise
  • Screen Overlays Design
  • Imagery & Messaging
3. Produce the videos & merchandise

Produce the physical gifts ( Merchandise ), assemble the packages. 

4. Deliver to assemble the show

Assemble the designed, produced materials into the coherent show.

  • Show Rundown
  • Equipment plan
  • Studio Architecture
  • Crew
    5. Livestream & Webcast

    Run the show. Follow the plan. Stream and cast.

    • Who is the ultimate driver?
    • You are the ultimate driver!
    • I am the ultimate driver!
    Step 1: Concept & Key Visual - Design the Key Visual & Messaging
     
    Step 2: Design the story & experience - Gifts, Award, Package, Merchandise...
    Step 3: Produce the videos - Hero Movie, Message Video, Stings
    Extra Mile Challenge 2021/21

    Hero Movie

    Who is the ultimate driver?
    You all are the ultimate drivers!
    The hero appreciation movie,
    to celebrate those who kept hauling through difficult times.
    Those who did not let the societies down.

    • 9 Markets
    • 10 Drivers
    • Many Heroes
    Extra Mile Challenge 2021/21

    Message from the markets Directors & Drivers 

    Who is the ultimate driver?
    You all are the ultimate drivers!
    The hero appreciation movie,
    to celebrate those who kept hauling through difficult times.
    Those who did not let the societies down.

    • 9 Markets
    • 10 Drivers
    • Many Heroes
    Extra Mile Challenge 2021/21

    Short Stings

    Who is the ultimate driver?
    You all are the ultimate drivers!
    The hero appreciation movie,
    to celebrate those who kept hauling through difficult times. Those who did not let the societies down.

     – –

    • General Sting
    • Media Session Sting
    • Ceremony Section Sting

    Step 4: Produce the show - Rundown, Studio Architecture, Equipment, Software, Webcast & Livestream
    Extra Mile Challenge 2021/21

    The Show Rundown

    1. Virtual Ceremony Section

    • Stakeholder Webcast

    • Media & Guest Livestream

    • Live Interpretation

    • Channel Switching

    • OBS Foreground Live

    • Live Show

    • Video & Prerecorded Material

     

    2. Media Section

    • Media Q&A

    • Media & Guest Livestream

    • Live Interpretation

    • Channel Switching

    • OBS Foreground Live

    • Live Show
      Extra Mile Challenge 2021/21

      The Show Record

      Extra Mile Challenge 2021/21

      The Show Highlights

      1. Virtual Ceremony Section

      3000 views
80 stakeholders

      2. Media Section

      60 Media & PR Journalists
Al Masaood
OwnerDriver
Construction Business News
Focus on Transport
...