Optus Small Business Olympics
Turning the Olympics into gold for Optus SMB.
The Project
The task was to leverage Optus’ partnership with the Rio 2016 Olympics, to drive engagement and convert small business sales.
Instead of launching a promotion, we launched a small business. The Olympics for Small Business, with a prize so good even ex-olympians started small businesses to win it.
The PR-led integrated campaign saw Australian icon Ian Thorpe as the CEO and founder of a fake small business – Thorpedo Pool Cleaning. Ian became the star of the fully integrated and super targeted campaign, with everything leading to an easy-to-use, human centred online experience that put SMB owners in the running to win.
The Outcome
All communications led to a dual purpose website, allowing businesses to register for the grand prize whilst also allowing their customers to show support, by voting for them.
To help SMB’s engage with their customers for support and a prize of $10,000, they could also download a campaigner kit.
- 74% business registration completion rate.
- 4,000+ new business leads (50% non-Optus customers).
- 3m 28s average time on site.
- 40% return visitors on site traffic.
- 4,500+ registered profiles.
- The campaign drove a 30% sales increase YoY.
Responsibilities
Wireframing & IA
I worked closely with technology teams internally and at Optus to lead the creation of site architecture that prioritised simple registration and sharing of business profiles for customer voting.
User Experience Design
The experience was engineered to minimise friction in the entry mechanic, with 74% of businesses who started the entry form completing it. The creation of a reporting dashboard gave me visibility to the sites performance and the effectiveness of traffic drivers.
Interface Design
I oversaw the design team’s creation of the interface that employed all new Optus rebrand guidelines while collaborating with creative teams to deliver clarity of messaging and alignment to the campaign.
Awards
Finalist
Integrated Campaign
2016
Finalist
Most effective use of content
2016
Finalist
PR campaign
& Social Media campaign
2016
Bronze
iab Showcase
Nov – 2016
Credits
Agency: WiTH Collective
CCO: Steve Coll
Associate Creative Director: Simon Fowler
Creative Team: Mia Fukuyama/Phillip Robbie
Business Director: Josh Sanford
Digital Producer: Pedro Santos
Head of Digital Experience: Paul Kelly
Senior Digital Designer: Stephen Brabazon
Head of Development: Som Meadon
Full Stack Developer: Joshua Russell
Production Company: Finch
Director: Alex Roberts
Producer: Amy Dymond
DOP: Tim Tregoning
Editor: Joe Morris
Post-Production: White Chocolate
May, 2016