Project Commissioner

WONGDOODY

Project Creator

Australian Grand Prix Corporation / Victorian Government

Project Overview

Accelerating the Formula 1 Grand Prix event towards a digital future. We aimed to bring the world the F1 Australian Grand Prix closer to the current, occasional, and new fans through building cultural relevancy and associations with passion points and references outside of the sport via music, fashion and film. By creating a platform to deliver relevant and dynamic content, the F1 Grand Prix brand and message can be delivered seamlessly based on the audience’s interests, location, and the time prior, during, post the event. The new digital platform activates engagement and creates anticipation months in advance, helping to drive participation and interest.

Team

Project Brief

Partnering with AGPC, our task was to redefine the event experience through a digital ecosystem. Growing audiences from exploration to conversion, persuading people on the peripherals of both Formula 1 to become lifelong loyal customers is no-small feat.

Project Innovation/Need

Bringing the World of motor sport closer to current, occasional and new fans has been achieved through building cultural relevancy and associations with passion points outside of the sport via music, fashion and film. Creating a platform to deliver relevant and dynamic content based on an audience’s interests, location and the time pre, during and post event delivers a seamless experience; it activates engagement and creates anticipation months in advance.

Design Challenge

Delivering a considered, tactile and transparent information architecture helps change the perception of ticket scarcity and overcomes global distances and price barriers. With COVID-19 Pandemic effectively cancelling the Grand Prix in both 2020 and '21, we need to re-define the ticketing experience to accomodate the social distancing zoning of the 2022 Grand Prix in Albert Park to ensure the event was safer, easy to navigate and clear in its message as to how the event has evolved.

User Experience

Redefining User and Customer Experience for 2 events, over 8 days, for more than 4.1 million viewers. Through widening the digital exposure the F1 Australian Grand Prix, we’re able to increase audience engagement beyond the physical event, raise opportunity for revenue and engage first-time patrons to further growth. — More than the race, we’re now able to engage audiences 365 days a year, — Bringing the World of motorsport closer to current, occasional and new fans, — Creating cultural relevancy and associations with the passion of the sport via music, fashion and film. The new platforms deliver a well-considered, tactile, and transparent information architecture helping to transform the perception of ticket scarcity and overcomes the distance and price barriers. Through widening the exposure to each event, we’re able to increase attendance, raise revenue and engage first-time patrons to further growth. Re-imagining customer experience, though a dramatically simplified ticketing tool enables great audience engagement and purchase.