Philippines | 2021

Festival of Lights Virtual Edition

Entrant Company

Ayala Land Inc.

Category

Property Strategic Program

Client's Name

Ayala Land Inc.

Sub-Category

Social Media Campaign

In 2009, Ayala Land launched the Festival of Lights to bring a unique kind of Christmas experience to Filipinos. Since then, this magical spectacle brightens up the Ayala Triangle Gardens at Makati City every Christmas Season and has evolved into a signature event, recognized globally as an iconic annual tradition that brings all walks of life together. Each year, over a million people from all over the country would visit and watch the show. However, the COVID pandemic put a stop to live events and gatherings. Hence, a barrier to the live staging of the annual Festival of Lights. To keep the tradition alive, the “Festival of Lights Virtual Edition” was developed to bring the same delightful experience to the audience. “The Festival of Lights Virtual Edition” is the first 360-degree digital show of its kind. The video was set at the original location and overlayed with animated Christmas elements to create an immersive experience. The result was a bigger, more magical visual treat with more complex visual effects compared to the live light show. Further, it allowed viewers to watch it anytime from anywhere they are since it was available 24/7 in the social media channels. The virtual light show reignited hope and cheer to people amid the pandemic by enabling them to experience it in the safety of their homes with their loved ones. The 360-degree video was supplemented by highly engaging digital content, to further connect with the community. These are: 1. Augmented reality (AR) filters that virtually transport one to the live lights and sound show which can also be customized as Christmas greeting cards and 2. A Finders Keepers Game where people can find hidden elements in the video to win prizes. The Festival of Lights Virtual Edition connected Ayala Land with a wider audience – nationally and globally. While the live version garners roughly 1.5 million visitors annually, the virtual light show garnered 5.5 million views with an engagement of over 100,000. More significantly, overseas Filipino workers unable to come home bonded with their families and friends by watching the show together.

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