PEOPLE'S CHOICE AWARD
Creating an appetite for the Good Food Guide
Each year the Good Food Awards run in the eastern states of Australia to great acclaim. After the awards, the Good Food Guide is printed and available both from Fairfax Media and in newsagents. Knowing that people love to recommend restaurants to their friends, Good Food decided to give the public a voice in the prestigious awards. The reward for voting was a chance to win an exceptional dining experience every month, for a year, thanks to a $3,000 Good Food Gift Card.
The challenge was ensure sales of the Good Food Guide 2016 by getting the public engaged in the awards prior to printing of the guide.
The solution was to create a responsive site where to audience could easily vote for their favourite restaurant. To broaden the appeal and make it more interesting, we gave users the opportunity to have extra entries through best in category for Best Café, Best Bar and Pub, and Best Cheap Eat.
A welcome page introduced our audience to the competition and what they could win if they get involved. The elements of this hero design carried on throughout an integrated campaign of print, banners and social.
The user journey begun with a simple registration form.
Users then searched for their favourite restaurant and hit 'Vote now'. If the restaurant wasn't available they could add it to the list and continue.
Once a restaurant choice was confirmed, we encouraged users to continue voting in other categories in order to better their chances of winning.