Discovery
947 Ride Joburg finisher video

The campaign

16 271 videos. 12 hours.

After becoming the title sponsor for the iconic 947 race, Discovery was looking for a moment to put their own mark on the event and boost visibility and brand awareness, particularly for the new Discovery bank.

Discovery wanted to show up for participants in a meaningful way and celebrate their awesome achievement, while creating something that could be kept and shared organically by the 16,000 riders.

Unlike traditional branding, this was a chance speak directly and personally to each participant with something that mattered to them, shifting the relationship to something more personal.

Every video was completely unique with scenes changing dynamically depending on rider gender, event, start time, and unique rider stats.

Campaigns like this present a major technical challenge, with previous examples being pulled off by the likes of Nike, Strava, and London Marathon.

A custom platform was developed that captured rider info as they crossed the line, generated the videos, and emailed it to them all with zero human interaction.
Client: Discovery
Agency: 10th Street

The process

Jana
Nevermann

Unique Partner ID
748492727
data-driven
personalisation
base video
Jana
Nevermann

Unique Partner ID
748492727
•  Email engagement
•  Video engagement
•  Page engagement
•  Specific links clicked
•  Scrolling
1
Customer identified
and assigned unique ID.
Content is populated
with their details.
2
Email with embedded
personalised, moving GIF
is sent to customer inviting
them to watch their full video.
3
Customer clicks through to a
personalised micro-site, where
the full length personalised video
is hosted.
The site also has numerous
calls to action connecting users
to BMW DSP.
4
Using tags and analytics,
unique ID behaviour could
be tracked on the site,
providing insight on engagement
and building more detailed
customer profiles.
Microsite stats in the first 48 hours

22 534

Page Views
17 091
Unique Page Views
06:15
Average Time on Page
2
Assegai Awards
1
Loerie Awards
Awards

3x

Awards
Video Stats
15 254
Plays
10 282
Completes
10 547
Downloads
06:15
Average Time on Page
Microsite stats in the first 48 hours

22 534

Page Views
17 091
Unique Page Views
06:15
Average Time on Page
Awards

3x

Awards
2
Assegai Awards
1
Loerie Awards
Video Stats
15 254
Plays
10 282
Completes
10 547
Downloads
06:15
Average Time on Page

Impressions