STANDARD CHARTERED MARATHON SINGAPORE DIGITAL QUEUE
Desktop screen, DAYTIME VIEW. The team decided to have some fun. We created a day and night version of the Singapore Skyline, setting the shift when the clock strikes 7 pm and 7 am.
THE BIG QUESTION
How do we create a more exciting user experience for the 2016 Standard Chartered Digital Queue?
THE DETAILS
The Standard Chartered Marathon Digital Queue was launched by Socialyse, Havas Media’s social media team, Socialyse in 2015. This social media-powered campaign received positive reviews and the client wanted to run the same campaign for 2016.
Our team was not tapped to work on the project in 2015, and they want to improve the whole user experience as well as user interface for the 2016 digital campaign.
For the mechanics, participants will be given a daily task for the whole campaign period of 7 days. Each task have a corresponding number of points and sharing their posts via Twitter, Facebook and Instagram will earn them additional points. Likes from their friends and followers would also earn additional points. Participants who ranked in the top 100 in the website’s digital queue will run the 2016 Standard Chartered Marathon free of charge. Additional prizes would also be given to the top 3 participants.
OUR SOLUTION
The design direction has been shaped to visually represent the whole campaign in vector illustrations. I have worked closely with our talented illustrator and tried different illustration styles that would excite the target audience but at the same time, be aligned to the Standard Chartered Marathon branding guidelines.
We have spent a lot of time in creating a memorable and impactful banner design that would carry all the visual weight of the campaign. To add a bit of excitement to the banner, we added some subtle html5 animations. The team decided to have some fun and we created a day and night version of the Singapore Skyline, setting the shift when the clock strikes 7 pm and 7 am.
Within a short deadline, we managed to allow a bit of optimisation on the user’s part, allowing them to select a male and female character during their online registration. Adding a bit of interaction morsels such as words of encouragement to the users adds value to the whole user experience. Different interaction messages are programmed to encourage the users to move forward and aspire towards their goal. Below are examples:
• Congratulations, you are in the 7th place! There are only 4 persons ahead of you to belong to the top 3!
• You are in the 103rd place. You are only 3 persons away to be able to run the Standard Chartered Marathon 2016 for Free!
Desktop screen, NIGHT VIEW.
Responsive screens for mobile view.
RESULT
A total number of 2,420 participants have signed up for the 2016 Standard Chartered Marathon Digital Queue.
NOMINATION
Marketing Magazine’s Marketing Excellence Awards 2016
Finalist
Excellence in Customer Engagement