Digital opening with Södra

In the spring of 2020, Södra succeeded in realizing its world-unique innovation where biomethanol can now be produced solely from forest raw materials. The solution provides a revolutionary 99% reduction in carbon emissions compared to fossil fuels. Naturally, Södra wanted to celebrate this milestone, which offers unprecedented opportunities in the future.

Challenge The opening ceremony was due to take place in Mönsterås in May 2020. Due to the Covid pandemic, Södra was forced to postpone it until October. But as early as June, it was realized that even that inauguration risked being canceled. On the recommendation of Contrast, Södra decided to create a digital event instead.

Solution: As part of our concept, we wanted to give event participants a sense of the innovative and technologically advanced biomethanol plant—with its towers and enormous pipes—just as they would have experienced it had they been present at the grand opening. Instead of broadcasting the digital event from a studio somewhere, we made the plant itself the star of the broadcast. From a tent outside the factory, with custom stage decor, the plant was visible in the background the entire time.
We also wanted the entire broadcast to be live, rather than editing together pre-recorded footage. Live broadcasts always add a special sense of excitement to an event. They create an authentic and transparent experience, even though they place higher demands on us as a provider.

There were only a few of us physically present: technicians and film producers, project managers and project assistants, a presenter who held the entire broadcast together and experts from Södra. All the more people participated in discussions on the link from other parts of the world, including Minister of Industry Ibrahim Baylan, the CEO of the Biomethanol Institute in Washington and several EU parliamentarians.

Results The advantages of making the inauguration digital were that we reached out to a significantly larger audience. We were also able to engage more interesting speakers and interview international experts, something that would have been difficult to achieve if they had had to make time to travel and stay in Mösterås. In addition, since the broadcast was saved in its entirety, we were able to quickly create an English version for distribution to non-Swedish speaking stakeholders. It was also easy for Södra to disseminate selected parts of the broadcast in their various channels. As a surprising added bonus, the digital inauguration gave a real boost to the entire staff at the Mönsterås plant!

"On site in Mönsterås today there is a wonderful atmosphere - you know, like after a successful company party. Everyone is so impressed by what you managed to achieve and the praise is pouring in - in calls, emails and text messages. Inside and outside Södra."