Last year saw the LINE VOOM Creator Contest happening twice—both in the summer and the winter. At this year's awards ceremony, held both online and offline, prizes and trophies were handed out to creators in various categories who stirred up plenty of enthusiasm and buzz with their imaginative short-form videos. Let's explore the buzz and design elements of this celebrated event!
Continuing to Establish the Brand Presence of the Fun and Cheerful VOOM
The spotlight always shines on the main characters! Both award ceremonies aimed to raise awareness about VOOM creators while infusing a carefree and enjoyable mood throughout, using purple, the brand color of LINE VOOM, prominently across the venue. Characters, icons, logos, and more were also actively incorporated. As the first offline event, there was a clear goal of firmly establishing the VOOM platform in people's minds.
While the awards were important, we also hoped to foster networking and motivation among creators and Multi-Channel Network (MCN) representatives, with over 100 people gathering to discuss shared interests. We believed that people would easily connect by creating an environment conducive to networking, facilitated by the intersection of VOOM. To alleviate the initial awkwardness and tension, we adorned the stage and photo zones with vibrant graphics and logos, making it easy for attendees to snap photos with their smartphones. Witnessing cheerful conversations and interactions while capturing videos and photos throughout the venue was immensely gratifying.
A Special Flair Through Creator Characters
It's impossible not to talk about the characters as they immediately caught everyone's attention. They were, in fact, the first aspect we pondered extensively during event preparation as we considered them to be essential elements. Characters were ideal for intuitively showcasing the wit and exceptional ideas of these innate talented individuals while projecting the image of VOOM creators as we envision them. Firstly, for the summer contest, we categorized VOOM short-form content characteristics into the Fun, Lively, and Witty moods and created four characters embodying these traits. To convey a sense of joy and dynamism, we utilized low-angle shots
Let's take a closer look at each one. The female character holding a puppy records everyday life like writing a diary in short-form, capturing precious moments shared with family, lovers, friends, or pets and sharing them with others. Right next to her, there's a character holding the VOOM logo like a basketball, as if about to dunk. This character represents creators who captivate people with their unique talents, hobbies, skills like ASMR, and more. They specialize in crafting short yet powerful content that captivates audiences and leaves them wide-eyed in amazement.
You can infer it from their poses alone, right? We wanted to depict creators who bring smiles with their innate enthusiasm and passion, portrayed through lively poses. They excel at producing addictive content such as energetic dances, comedy, or songs, often leading various memes and embodying a distinct star quality. Lastly, the female character holding ramen in one hand represents food creators who showcase recipes, food information, or mukbang content. Their flashy editing skills leave others envious, and they have built strong fandoms around themselves.
Did you notice the meticulous attention to detail? The response and interest in the characters were overwhelmingly positive. For the winter contest, we further refined and expanded the categories, adding three more characters.
Firstly, the beauty creator. With sensitive sensibilities and unique personalities, beauty creators lead trends and encourage everyone to challenge themselves. We added a magic tool and makeup brush to reflect their constant companionship and ability to upgrade makeup quality. And who might this next character be, peering through a telescope with such curiosity? It’s a creator from the Enjoy Life category, delivering various latest information on home, interior design, DIY, sports, and more! These creators are loved for their useful and entertaining content that makes time fly by.
The last character embodies envy-inducing Travel & Gourmet creators, an essential part of short-form content due to their immense influence and appeal. We depicted them with a sophisticated pose, sitting atop luggage and sipping wine in a way that captures their romanticism and wit. We also ensured they seamlessly integrated with existing characters by dressing them in warm winter clothes.
Crystal Cube-Shaped Trophies and Limited-Edition Goods
We know the trophies are the highlight of any much-anticipated awards ceremony, so we paid them special attention. From the shape to the form, and texture, they seem a bit special, don’t they? Born after much deliberation on their design, these crystal cube-shaped trophies embody LINE VOOM's brand concept of "a space for watching favorite videos, filled with enjoyable visuals, where novelty begins." The trophy for the Rising Star, representing endless possibilities, features a white logo, while the MVP trophy incorporates LINE VOOM's purple and green colors to add a distinctive element.
For the winter contest, we wanted to infuse more “VOOM” essence, so we applied green and purple colors more prominently. Additionally, unlike the summer contest, where those who didn’t win might have felt disappointed, we created mini-trophies as a consolation prize for those who were nominated but didn't win. Though seemingly small gestures, we wanted to gift them with pleasant memories of their journey of contributing to VOOM's growth.
We also created limited-edition goods uniquely tailored for all participants. We brainstormed with our team to find goods that not only provide an impactful experience on their own but also allow participants to get an intuitive feel for the service. After much deliberation, we designed sticker packs and acrylic keychains featuring 3D graphics of LINE VOOM symbols and content (videos, music, and conversations). The reaction to these packages exceeded our expectations, with excited voices exclaiming "kawaii" (cute/adorable) and cameras snapping photos everywhere.
Fueled by enthusiasm for short-form content, last year was hotter than ever. Did you enjoy the on-the-ground news on the LINE VOOM Creator Contest from the perspective of designers? We appreciate your continued support for and interest in the upcoming contests, which we hope will be even bigger and more exciting.
