LONDON 2012 OLYMPIC GAMES

PERSONA AND CUSTOMER JOURNEY CREATION

EXAMPLE FEATURES AND EMAIL CAMPAIGNS

In 2011 I was the Creative Director on the pitch team that won the eCRM account for the London 2012 Olympic Games.

THE CHALLENGE

The challenge was to create an engaging digital CRM experience for fans of the Olympics in the lead up to, and during the London 2012 games. There was a huge responsibility to produce an experience that played a part in the overall success of the games and the legacy it left behind. LOCOG already had a large database of fans and our challenge was to grow its volume and learn more about them to ensure we could deliver a personalised experience at each touchpoint.

Preference Centre

Based upon what I learned from our preference centre survey and the knowledge the client already held, I developed a set of personas that would guide the creative work.

The example below show one of our personas who was named the 'Superfan'. Once I fleshed out this fan's profile I developed a customer journey around his needs and wishes. This mapped out a set of communication programmes against which I plotted a series of touchpoints across multiple digital channels.

Our remit covered the build up to the games, games time itself, the paralympics and the legacy communications. We were also responsible for encouraging sign up of games time volunteers as well as driving crowds for the torch relay.

Once the communication programmes, customer journeys and content ideas were agreed we set about designing each touchpoint within the overall programme. Content would be personalised based upon what we knew about each customer. That meant that they always had interesting and relevant content about the nation they were supporting, the sports they were interested in as well as the key pieces of action for that particular day.

THE APPROACH

The first stage was to understand the customer audience better and understand their preferences. The data would be collected and used to drive content and feature ideas. I also created personas in order to ground our creative decisions while we developed the customer journey across multiple digital channels. I worked closely with the technical development team to ensure all ideas were valid and achievable to maximising our ability to deliver on time and on budget.

COUNTDOWN EMAIL

The email below is an example of a countdown email produced before the games started. It went to all those who had signed up for a newsletter or had registered their interest in the torch parade.

GAMES TIME EMAIL

This email is an example of the Games Time email that was deployed every day while the Olympics was on. It went to an audience of approximately 800,000 and each one was uniquely populated with content relevant to the individual based upon their preferences.

COUNTDOWN CLOCK

The countdown email contained a dynamic countdown clock that changed its content depending upon the day the email was opened.

DYNAMIC MEDAL TABLE

We asked subscribers to complete their preferences and tell us what team they were supporting during games time. This information was used to dynamically populate the table with not only the top three teams but also show the position of the subscriber's team.

PERSONALISED VIEW OF EACH DAYS ACTION

Each day the email contained a module containing all the action taking place that day. Based on customer preferences and previous engagement the content was tailored to suit each reader.