UX design in digital marketing and socials — Quadruple ticket sale
GABS 2016
March - June 2016
Digicap Solutions
Great Australian Beer Spectabular (GABS)
Lead Creative
In 2015, Great Australian Beer SpecTABular (GABS), also known as Great Astralasian SpecTABular was looking to revitalise their entire marketing collaterals. The goal is to gain public awareness, increase ticket sale and to make GABS an iconic beer festival for Australian market.
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GABS existing website was hard coded which does not support content management in the back-end. The staffs from GABS were having difficult time updating and administrating the site. On the other hand, the website was not integrated with their socials and CRM platform. There was no technology to track usability and website optimisation. Apart from the website, GABS existing key visual look&feel also needed a refresh for a bolder and more energetic presentation.
Responsibilities
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Review and audit existing marketing collaterals
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Coordinate with client in project scope management
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Revise branding components
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Website interface refresh
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Develop new marketing materials
#GABS2015
We aimed to mark the 2015 as a big come-back. We discussed online marketing strategy and looked at opportunities to attract more online visitors via multiple social media channels (instagram, facebook, youtube and good Adwords).
Over conversations and workshops, we had gained deeper insights in the event goers and their expectation. From there, we helped develope a new art direction for the event presentation, using the drink paddle board as the hero, that had been rolled out to the entire event marketing collaterals for the year. At the same time, our team also designed and built a website with improved user experience and back-end implementation focusing on ticket sale process and efficient content management.
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GABS2015 had achieved a significant success with the ticket sales increase 4 times the previous year. The success was measured based on the soar in social engagement and the improved ticket purchase process.
#GABS2016
Following the success of GABS2015, GABS2016 continued with a goal to impress the event lovers with a brand new look.
In 2015, many great photographs had been taken during the event, showing the festive, enjoyable atmosphere of the event as well as the amazing energy from the crowd. We wanted to capture and represent it in this year key visual.
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Thanks for the power of social sharing especially the instagram #ing, ‘#GABS’ had become more and more popular, and, it is now officially a short and easy name of the event used among instagram followers of the event. As a result, we decided to also name the event after its commonly known name on socials as #GABS (prior to this, the event name had been The Great Australasian Beer Spectapular).
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The new creative was formed as a collaborative work between the event founder and myself. I had worked directly with the client’s marketing team to manage through the entire re-design process.
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