IRONMAN ASIA

Mass Participation


WePlay partner with IRONMAN Asia to deliver highest performance in five years


Performance Delivered


21000
registrations driven
10
% increase in registrations yoy
38
% below target cpa

Brief


Following the results obtained across the IRONMAN EMEA portfolio, the team at IRONMAN Asia briefed WePlay to drive increased year-on-year registrations and improved cost-efficiencies for the Standard Chartered Singapore Marathon (SCSM) – the largest Marathon in Southeast Asia.

Brief


Following the results obtained across the IRONMAN EMEA portfolio, the team at IRONMAN Asia briefed WePlay to drive increased year-on-year registrations and improved cost-efficiencies for the Standard Chartered Singapore Marathon (SCSM) – the largest Marathon in Southeast Asia.

Approach


WePlay executed a three-phase approach to campaign activation; awareness, consideration and conversion.

Capitalising on key calendar moments with tailored creative and copy, enabled WePlay to deliver over half of the total registrations in the super early bird and early bird phases of the campaign. Additionally, taking a test and learn approach, WePlay identified top-performing previously un-targeted audiences to introduce into SCSM’s ecosystem which resulted in new audiences accounting for the second largest proportion of registrations.

Approach


WePlay executed a three-phase approach to campaign activation; awareness, consideration and conversion.

Capitalising on key calendar moments with tailored creative and copy, enabled WePlay to deliver over half of the total registrations in the super early bird and early bird phases of the campaign. Additionally, taking a test and learn approach, WePlay identified top-performing previously un-targeted audiences to introduce into SCSM’s ecosystem which resulted in new audiences accounting for the second largest proportion of registrations.

Final Score


The SCSM achieved over a 10% increase in total registrations year-on-year, with 21K registrations directly attributable to WePlay’s campaigns. The cost-per-acquisition achieved was 38% lower than pre-defined targets, and with an enhanced audience-led approach to creative, WePlay also contributed to a 67% increase in site traffic compared to the previous year.

Final Score


The SCSM achieved over a 10% increase in total registrations year-on-year, with 21K registrations directly attributable to WePlay’s campaigns. The cost-per-acquisition achieved was 38% lower than pre-defined targets, and with an enhanced audience-led approach to creative, WePlay also contributed to a 67% increase in site traffic compared to the previous year.

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Want to talk to us about a project? Click the button below and let’s get the ball rolling.