The Jockey Club Aintree Grand National 2018 - Ladies Day

Produced at Banana Kick, Leeds

We were tasked with creating a seamless customer journey for race-goers wanting to enter this year’s Style Award at Aintree Ladies’ Day. The images needed to be uniform, high quality and available for customers to download and share. The selected judging panel also needed to be able to shortlist entries efficiently and to strict deadlines before selecting an official winner in person.

We came up with a tech solution that included quick and easy data capture using digital tablets and instant photo capture by DSLR, operated via tablet touch screen. These images would then be uploaded directly to a customer facing website as well as separate interactive microsite for judging. With the tech solution in place, we created an backdrop over 3 photo units, which snapped race-goers in front of a beautiful flower wall. People were drawn to the photo sets and queued on fabulous pink carpets, laid down to lead attention to the Style Award and adding value to the whole customer journey.  Whilst in the queue, trained brand ambassadors collected customers’ details and entered them onto a tablet loaded with bespoke software. They then scanned a business card, which uploaded all the entrants’ details onto a unique QR code. As the entrant reached the front of the queue, their QR code was scanned onto the photo unit and a brand ambassador helped them to take their position in front of the flower wall.

THE RESULT: 

1200 photos were entered in 3 hours, averaging 1 every 10 seconds. We executed a tailored tech solution to reduce time and deliver volume, with a contemporary approach aligned to the audience expectation.