Skandia UK - Trailblazer

Live webinar

Brief

To stage a seminar, broadcasting it live, via Skandia’s website, and generating further content to create an on-demand web channel for IFAs. In previous years, Trailblazer had taken the form of a 9 venue roadshow; the ambition was to connect with as many IFAs with a far tighter budget.

Solution

Content creation for the web channel began prior to the event. 17 film modules were created, comprising interviews of in-house and industry experts as well as filmed presentations.

100 IFAs were invited to the seminar - hosted by financial journalist, Paul Burden - whilst others were invited to join the live webcast. A panel of experts facilitated discussion and delegates were invited to comment and ask questions.

The event was shot on multiple cameras and mixed live for the webcast. Twelve further film modules were then cut overnight to enable an on-demand cascade to IFAs who had not been able to join the webcast.

Outcome

With 85 delegates attending the seminar, a further 180 following the event live and over 1,000 unique visitors to the website post-event, Skandia succeeded in reaching out to as many IFAs as the previous year’s roadshow, employing only a fraction of the budget.