A fashion challenge

The Jockey Club tasked us with delivering their infamous Style Award at Aintree Racecourse for Ladies’ Day. The annual best dressed photo competition previously used traditional methods and had become outdated and unreliable. They needed something new, innovative and tech led. They needed a way of creating brand engagement and providing race goers with an enhanced brand experience on the day.

What’s more, a celebrity judging panel needed to be able to shortlist entries efficiently and to strict deadlines.

We turned to digital technology for our solution.

A cutting edge tech solution

By harnessing a tech solution, we were able to register entrants details quickly using tablet devices, providing a unique QR code that would link their details to their entry. All images were then captured using DSLR camera housed behind a light ring and touch screen interface.


We then uploaded each photo automatically to a customer facing website. This instantly sent to the race-goers email. A separate microsite was used for judging, where a shortlist could be created and a winner chosen.

How it worked 

With the tech solution in place, our event management team welcomed guests to the set of our digital photo competition. We created an unforgettable backdrop across 3 photo units, which snapped race-goers in front of a beautiful flower wall. People were drawn to the photo sets and queued on fabulous pink carpets, laid down to lead attention to the Style Award activity.  This created a simple and highly effective signposting for the photo competition.

As they queued, our brand ambassadors guided them through a simple customer journey. They were given the QR code on a branded business card once registered. When they arrived at the flower wall ready to snap the perfect shot, the bespoke software linked the QR code with the entrants image. This ensured that details matched the respective images perfectly.

The photo, overlaid with a branded frame including the hash tag #fabulousFriday. This was then emailed to those taking part and made available digitally.

To make sure no one looking extra stylish was missed, we had 7 brand ambassadors with a roaming tablet set up. Our ambassadors could then promote the activity across the race meet.

And the winner is…

Our judges selected 5 finalists and then interviewed each individually to select the lucky winner – who won a Range Rover Evoque.


The standout flower walls and pink carpet didn’t only attract customers, but drew in the media too. ITV were there to film the official roll out of the carpet and BBC and Capital FM also provided coverage of the photo sets.

Not to mention the many shares the Style Award had over Facebook, Twitter and Instagram, with customers uploading their photos against the background and tagging #fabulousFriday.

The Result

1200 photos were entered in 3 hours, averaging 1 every 10 seconds. We executed a tailored tech solution to reduce time and deliver volume, creating a seamless experience. With a contemporary approach  we managed to align to the audience expectation.

Another memorable customer experience.

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