Providing true utility to attendees of the show, which helps them Plan, Navigate and Engage with the Easter Show at scale.
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.
“Help my family and I get the best value for experience”
For the Easter Show we had two core audiences we were targeting this solution at, 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.
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:
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.