How The Shard Used Email Marketing to Drive Event Engagement & Data Capture

As one of the world's most recognizable buildings, The Shard (managed by REM) needed a campaign to match its iconic status. To build excitement for their annual December light display, their marketing team wanted to launch an engaging competition that would also serve as a powerful data capture opportunity. They turned to Enabler to build the solution: a fully integrated, automated email marketing campaign that ran seamlessly from a bespoke landing page.

The Challenge:

Creating Event Buzz and Capturing Audience Data

In 2017, The Shard's marketing team at REM wanted to create public excitement for their daily December light display. The primary goals were to promote this key London event and, crucially, to use it as an opportunity for high-quality data capture. Our challenge was to design an engaging, multi-channel campaign with email marketing automation at its core to handle the entries and communications.

The Solution:

An Integrated Landing Page & Automated Email Workflow

We built a bespoke, mobile-responsive landing page that served as the campaign's central hub. This page featured an integrated Enabler form where users could enter the competition.

The power of the campaign came from its email automation. When a user submitted the form, Enabler's platform instantly triggered a personalized confirmation email, creating a seamless and immediate brand touchpoint. This automated workflow required minimal maintenance from the REM marketing team. After the competition, the team could easily view and download all image submissions from their online Enabler gallery.

Key components of the solution included:

• Bespoke, mobile-responsive landing page design

• Enabler form integration for data capture

• Automated email marketing triggers (confirmation emails)

• Online image gallery for submission viewing

• Full campaign management and data feedback

The Results:

High Engagement and a Low-Maintenance Success

The engagement levels for this campaign were incredibly high, showcasing Enabler's power to integrate web forms and email automation seamlessly. The automated functionality meant the campaign was a "set it and forget it" success, allowing the REM team to focus on the event itself.

• 871 Entries - Collected during the one-month campaign period.

• 62% Average Open Rate - Achieved on all automated campaign emails.

• <1% Unsubscribe Rate - Demonstrating the campaign's high relevance and positive engagement.

This campaign for The Shard is a powerful example of how a physical event can be amplified by a smart digital marketing strategy. By integrating a bespoke landing page directly with Enabler's email automation and data management tools, the REM team was able to capture the public's excitement and convert it into tangible data. The high engagement and low unsubscribe rates prove that the campaign was a success, showcasing Enabler's versatility beyond traditional email marketing to become the engine for a complete, integrated event campaign.