The Jockey Club was founded in 1750 by a group of gentlemen brought together by a shared passion for horseracing. Today, operating under a modern corporate structure, The Jockey Club leads the investment and innovation in British racing, as the largest commercial group in the sport.
The Jockey Club invested in a mobile app to improve the race day experience for customers visiting their 14 racecourses. Functionality consists of mobile ticketing, a digital racecard, and content. One year on from initial launch, The Jockey Club was looking to make a step-change in the volume of app users, as well as guidance on the functionality of the app. As well as user growth, the app required re-positioning within the business, as it becomes a more significant go-to-market channel in an ever more digital world. In a nutshell, the brief was to take a limited budget and deliver a significant uplift in-app users.
The overall concept of the creative campaign was to illustrate The Jockey Club app was an exciting and action pack world. To attract the attention of the customer base this would have to be something memorable and keep the customer wanting more and so" Tap into Remarkable" as a header slogan was born! The graphic style used combined with the strong slogan adds to creating the overall elaborate composition.
Along with all-new billboards and email marketing campaigns, the new "Tap into Remarkable" app campaign is also heavily featured across the website. Whilst looking at the website user data myself and the team noticed more visitors accessed the website using a mobile device so downloading the Jockey Club app offers a much more seamless experience and will heavily increase downloads.
