ASB Marathon Effort
Role: Lead Designer (UX/UI)
Each runner measures progress differently. Every runner has a different goal, whether it’d be to beat a personal best, or even just to prove to yourself that you can do it. With ASB’s Marathon Effort, every minute you ran the marathon, ASB donated a minute to charity to not only progress yourself, but to help you progress the community.
To execute this campaign idea, it required a lot of planning, collaboration and coordination of people, events and data to ensure that each runner would accurately contribute to the cause. Not to mention, all of this work had to be complete matter of weeks.
In the lead up to the event
To begin the project we needed to understand the environment we were working with. We conducted quick interviews and workshops with runners to understand their needs and emotions throughout the lead up to the marathon. We needed to understand the people involved and the different companies that controlled the data of our runners.
Throughout this phase, I mapped out the customer journeys and gave structure to the campaign. I established all the key interaction channels to maximise the amount of users to join in the most efficient way possible.
Capturing the right data
The landing page was the centre of the campaign, with all channels directing the user here to easily sign up.
We needed it to be frictionless and simple. Runners had already committed to the marathon at this stage, so to ensure they would sign up, we wanted to make the landing page as simple as possible. We limited the entry fields to be a few data points to ensure clean, accurate data for when we linked the database to the Auckland Marathon ate the end of the race.
Being a part of their moment
Because we had access to various points of the race, we wanted to capture the moment of contributing to the Marathon Effort as best as possible.
Throughout the race, we implemented digital signs that collated all the hours donated so users could see the contribution they were making.
Because majority of casual runners ran with their phone, we wanted to be apart of that moment where they finished the race. We sent out SMS messages to those that joined the effort to remind them that not only did they simply join in, but they made a significant contribution to the Marathon Effort.
A successful campaign
Given the short lead time, the campaign was very successful. 2,403 runners registered to the effort, donating 5,416 hours to charity. ASB will be using these hours to help out the community in the coming year.