Best of CASE District VIII Award
 

Institution: Bow Valley College

Title of entry: Bow Valley College Centre for Entertainment Arts launch video

About this entry: In January 2022, Bow Valley College opened the Centre for Entertainment Arts, a new academic and artistic training ground for the next generation of talented 3D animators, visual effects (VFX) artists, and game developers.

The problem was there was little to no awareness of the Bow Valley College Centre for Entertainment Arts. The challenge was not just to let the audience know Centre for Entertainment Arts exists, but to build credibility and gain their trust. The opportunity in front of us was to position Centre for Entertainment Arts as a world-class school right here in Calgary. Our goal was to:
- increase domestic enrollment in four Centre for Entertainment Arts programs
- drive awareness of Centre for Entertainment Arts into the regional market
- respond to interest for film/production schools in other prairie cities (i.e., Edmonton, Regina, Saskatoon)
- gain knowledge and data of this new-to-Bow Valley College industry and demographic by primarily focusing on digital and metric-based ad buys

We created a commercial, which ran on Enthusiastic Gaming, Facebook, Genius Monkey, Twitch, and YouTube as well as in cinemas. The creation of the video was very collaborative. Whitewolfe, whose credits include the Mandalorian and the Book of Boba Fett, worked on the special effects; Centre for Entertainment Arts students did the animations.

The video earned 2,506,500 completed video views, a video completion rate of 77.74 per cent, and a cost per video completion of $0.03 while running on Enthusiastic Gaming, Facebook, Genius Monkey, Twitch, and YouTube.