Our goal was to redefine the event experience through a digital ecosystem.

From a functionality perspective, this included delivering a considered, tactile, and transparent information architecture that hugely simplified ticketing. Design-wise we opted to celebrate Melbourne’s unique personality, upping the international exposure of the city, leveraging Melbourne’s cultural scene to make the globe-trotting race series more relevant to Aussies.

Considered changes to the site brought the world of motorsport closer to current, occasional, and new fans by using content that AGPC created to build cultural relevancy and associations with passion points outside of the sport via music, fashion, and film to bring the events into the future, turning it from a one-off event into a year round engagement opportunity.

We concepted across all touch points using 360 customer data to be able to tailor the experience to individual user groups and audiences, along with utilizing design styles including animations, transitions, and mind-blowing exploding visual interactions to create and curate content for pre, during and after to activate much longer tail engagement.