[AUSAPPS15]

2015 [app] design awards AUS

mobile, web, IoT, desktop, connected devices
design champion, best studio, best start-up & IoT
plus 20 specialist nomination categories

demand design, celebrate courage

Sydney Royal Easter Show - mobilising event experiences [DRAFT]



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Gold 

Project Overview

The Sydney Royal Easter Show (SRES) is presented by the Royal Agricultural Society of NSW, and is the largest family event of its kind in Australia. SRES recognised mobile as a big channel to connect with customers and wanted to create a utility, which helped customers engage with them.
The idea of family time and tradition is a central motivation for attending the Show, with mobility providing the utility which helps customers Plan, Navigate and Engage with the Easter Show at scale. This led us to creating a creative platform & methodology mapping the Pre-During-After Easter Show experiences of customers.

Project Commissioner

Royal Agricultural Society of NSW

Project Creator

Mobiddiction

Team

Mike Vasavada - Director of Mobility Solutions
Midu Chandra - Director of Strategy & Innovation
Matt Webb - Creative Director
Iain Chalmers - Technical Director
Hamsa Chandrappa - Lead Mobile Developer iOS
Dongpil (Mac) Kwak - Lead Mobile Developer Android
Philip Windeyer - Lead Java Developer
Royal Agricultural Society of NSW
Cale Maxwell - Manager, Digital Marketing
Matt Evans - Head of Marketing & Partner Relationships

Project Brief

The Sydney Royal Easter Show (SRES) is presented by the Royal Agricultural Society of NSW, and is the largest family event of its kind in Australia. SRES recognised mobile as a big channel to connect with customers and wanted to create a utility, which helped customers engage with them.
The idea of family time and tradition is a central motivation for attending the Show, with mobility providing the utility, which helps customers Plan, Navigate and Engage with the Easter Show at scale.

Our brief was to create a mobility solution that functionally and aesthetically delivered value add utility and experience to people attending the Sydney Royal Easter Show.

Project Need

For the Easter Show we had two core audiences we were targeting this solution at, Primary School Families and Empty Nesters.

From our research Families told us they wanted a utility to "HELP MY FAMILY AND I GET THE BEST VALUE FOR EXPERIENCE”, distilled this told us if they were going to interact with an Easter Show app it was able to showcase, utility, be the trusted advisor and act as a tour guide helping with navigation. On the other hand Empty Nesters told us they wanted a utility to “HELP US PLAN SO WE CAN AVOID WHAT WE DON’T WANT TO SEE”. Distilled this told us for them to engage with an app they needed it to showcase utility and act as a curator for events which could be easily added to an itinerary planner.

Based on "Need State" and "Customer Journey" planning this led us to identifying Utility, Relevance, Transaction and Social CRM as our core need states. This led us to a creative platform & methodology called "Pre-During-After" experiences and acted as the inspiration and fuel for all ideas and functionality, which we built into this mobility solution.

User Experience

At its core the Easter Shows mobility solution was a consumer mobile app developed for iOS and Android. It acted as the trusted advisor and navigator for customers at the Easter Show.
The app was powered by our Customer Engagement platform mobiConnect which allowed the Easter Show to publish & communicate with customers in real time. The core focus behind the app was to deliver Utility, Experience & Brand Value by focussing on:
- Tools that complement the event experience
- Utilising location and personalisation to drive relevance
- Driving seamless integration between real and virtual world experience
- Driving Social sharing and community engagement

We achieved this by proving an in-built event planner, personal navigator and dynamic interface that personalised itself to customers based on what they told us and where in the customer journey they were.

We had a notifications engine which based on customers geo-location directed them to parking and amenities as well as sending them notifications when big events for the day were on.

We made the app Social & Shareable by providing a Gallery function which allowed customers to take photos while at the event and post them to the Easter Show Social wall, making the photo visible on the large Spotless Stadium screen, screens around the venue, Easter Show website, Easter Show Facebook page and the customers own Social Wall.

Project Marketing

The Easter Show app was given marketing awareness through a variety of marketing channels. Within the first 3 days of launch the app was supported with Facebook App installs, Email marketing, Partner email marketing, Website profiling, ticket branding, app reviews and mention in newspaper advertising spreads.

During the Easter Show this app was also awarded by Apple as being the Featured app of the Day alongside being featured in the Events section of the Apple app store.

Project Privacy

This application purposefully keeps no user data as we want to ensure that anonymity is maintained. All data that is posted and captured is kept in an encrypted format and decrypted by the application for presentation purposes. This process uses SSL for all communication.

The only other data that is captured in aggregate is user behavioural analytics, which provide insights into how the application is performing and what functionality needs improvement.




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