How Racing Victoria leveraged a mission critical digital platform to deliver the people’s race to Australia.

Learn how Racing Victoria partnered with Unico to deliver the first people's vote horse race in Australia.

The Problem

Bringing the first competition of its kind to the Australian public was always going to be a challenging project for the team at Racing Victoria.

Racing Victoria envisioned a people’s race based on the famous Arima Kinen from Japan, where the public got to vote for their all-star favourite horse and have them race at a spectacular event in Flemington Racecourse.

The vision was to bring a new racing carnival atmosphere to another season in Melbourne’s sporting calendar, outside of Melbourne Cup week and give the people of Victoria another reason to celebrate and have a big day out.  That date was scheduled for 16th March 2019.

Racing Victoria needed a promotional website and secure voting platform on which the $500,000 prize competition would be staged that allowed ordinary Australians to vote on the horses they wanted to run in the race. They also needed this to integrate with their digital marketing platforms.

Our Solution

Unico led Racing Victoria through the scoping and provided recommendations and guidance on site design, the optimum digital customer experience and even collecting and storing data and helping them comply with audit requirements and competition regulations.

There were several critical factors to consider, the site needed to cope with extremely high traffic at peak times without compromising the digital experience for the voters.  Unico needed to build a highly secure site that protected and stored voter data safely and one that would withstand the magnitude of the interest generated during the robust promotional campaign that Racing Victoria has budgeted for which included prime time TVC’s and a range of other media.

With just over eight weeks between brief and delivery, it would have been easy to try to cut corners but with Racing Victoria’s brand on the line, Unico successfully delivered a mission critical platform that has sustained hundreds of thousands of concurrent voters and provided an outstanding digital experience for voters.

The site was recently audited for security and privacy and received glowing praise.

The Benefit

Unico added tremendous value at each step of the way in this project. Not only did they rise to the challenge but from scoping to design they guided us on best practice and turned our vision into a reality. Feedback and the customer experience have been great.

Marcia Allan - GM Customer Strategy and Engagement, Racing Victoria

Voting closed with 139,426 votes captured.  The team at Unico provided a scalable and secure site that provided an exceptional digital experience for Racing Victoria community, providing the platform for the basis of further races, there are already plans to host the event in 2020 at Caulfield and the following year at The Valley.

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