Sydney Royal Easter Show

We delivered and ran the Sydney Royal Easter Show app for the Royal Agricultural Society of NSW for eight years, from 2015 to 2022. In 2015 it won Gold at The Design 100 Awards.

Help plan, navigate and engage

The Sydney Royal Easter Show is run by the Royal Agricultural Society of NSW (RAS). From 2015 to 2022 we provided the show’s digital services: the mobile apps, a dynamic photo wall on IPTV screens at the venue and on the large screen at Giants Stadium, and the platform behind them.

The team at Mobiddiction also designed and enabled custom way-finding for users to be able to find real time walking directions while at the show and designed the base event show map displayed across the event both print and digitally.

Insights

Customer research told us we needed to develop a digital solution for two core audiences: Families and Empty Nesters.

Families said they wanted a utility to:

“Help my family and I get the best value for experience”.

They needed an Easter Show app to showcase activities based on their interests, be a trusted advisor and act as a tour guide helping with navigation.

On the other hand, Empty Nesters told us they wanted a utility to:

“Help us plan so we can avoid what we don’t want to see.”

Empty Nesters needed an app to showcase utility and act as a curator for events which could be easily added to an itinerary planner.

Based on Need State and Customer Journey planning, we identified Utility, Relevance, Transaction and Social CRM as core need states. Using these insights, we developed a creative platform and methodology called Pre-During-After experiences. This methodology inspired and fuelled the ideas and functionality which underpin this mobility solution.

Custom map designed for the show powered with way finding

A custom map powered by location intelligence lets users find out location based real-time information providing a utility based way finding navigation experience.

The ‘My Plan’ feature assists with favouriting events and activities and provides personal directions with walking directions way finding navigation while at the show.

Smart map with wayfinding across multiple channels

Notifications

The show team could send targeted push notifications, segmented by audience and used for crowd management.

Event Companion

A smart itinerary planning platform that lets users plan their “before-during-after”. Easy to use, the Sydney Royal Easter Show app stores your preferences for a personalised experience.

The Experience

At its core

The Easter Shows mobility solution is a consumer mobile app developed for iOS and Android. It acts as the trusted advisor and navigator for customers at the Easter Show.

The app was delivered on Mobiconnect, the platform that has since become M4. The show team used it to manage the content published to the apps, the gallery shown on the event screens and the push notifications.

The core focus behind the digital ecosystem is to deliver a utility based rich user experience

• Digital tools that complement the event experience.
• Utilising location and personalisation to drive relevance while at venue.
• Deliver Social sharing and community engagement.
• Provide an integrated way-finding solution for web & mobile.

The official app brought the show’s essential information together in one place.