SUB CATEGORY :

BEST USE OF EXPERIENTIAL

COMPANY ENTERING :

MCCANN MELBOURNE, MELBOURNE

ENTRY TITLE :

MADE POSSIBLE BY MELBOURNE

BRAND :

UNIVERSITY OF MELBOURNE

ADVERTISER :

UNIVERSITY OF MELBOURNE

AGENCY :

MCCANN MELBOURNE, MELBOURNE

CHIEF CREATIVE OFFICER :

PAT BARON

EXECUTIVE CREATIVE DIRECTOR :

MATT LAWSON

COPYWRITER :

CHARLES BAYLIS

ART DIRECTOR :

CAITY MOLONEY/MATT LAWSON

DIGITAL DIRECTOR :

TONY PRYSTEN

DESIGNER :

DAVE BUDD/GUILHERME POCAI DE ALMEIDA

ACCOUNT DIRECTOR :

CHARLIE MCDEVITT

ACCOUNT MANAGER :

EMMA VAN DEN BERG

ACCOUNT EXECUTIVE :

MEG ANDREWS/ROB PATTERSON

MARKETING COMMUNICATION DIRECTOR :

LARA MCKAY

MARKETING COMMUNICATION MANAGER :

KIM HOWELLS/CAROLINE STRONG

MEDIA PLANNING DIRECTOR :

JANE WALSHE

MEDIA PLANNING MANAGER :

EMMA BLACK/SAM ENSHAW

SOCIAL :

CHRIS BAKER

STRATEGIC PLANNING DIRECTOR :

DAVID PHILLIPS

STRATEGIC PLANNER :

CHARMARI KARIYAKARANAGE

EDITOR :

TOM MANNION

AGENCY PRODUCER :

VICTORIA CONNERS

DIGITAL PRODUCER :

JOE GUARIO

FILM PRODUCTION COMPANY :

AIRBAG PRODUCTIONS, MELBOURNE

MANAGING PARTNER :

ADRIAN BOSICH

DIRECTOR :

TRAVIS HOGG

EXECUTIVE PRODUCER :

MARTIN BOX

FILM PRODUCER :

NICK VENN

PRODUCTION DESIGNER :

JACKSON DICKIE

MODEL MAKER :

NICK PLEDGE

CONCEPT ARTIST :

XAVIER INVINE

ELECTRONIC ENGINEERS :

DANIEL MACNISH/BEN BONIFACE

CAMPAIGN SUMMARY :

THE UNIVERSITY OF MELBOURNE NEEDED TO RAISE AWARENESS OF ITS SCIENTIFIC RESEARCH SO THEY COULD ATTRACT MORE INVESTMENT AND ENROL THE BEST STUDENTS IN THE COUNTRY. SO, WE TURNED THEIR BREAKTHROUGHS INTO BRANDED CONTENT AND CREATED A NEW WAY TO EXPERIENCE THE UNIVERSITY’S RESEARCH. MADE POSSIBLE BY MELBOURNE WAS BRANDED CONTENT THAT TOOK THE SCIENCE OUT OF THE UNIVERSITY AND TURNED THE ENTIRE CITY INTO AN IMMERSIVE EXPERIENCE - A FREE EXHIBITION OF WORLD-CHANGING RESEARCH. USING OUTDOOR ADVERTISING SPACE WE BUILT INTERACTIVE EXHIBITS THAT TOLD INDIVIDUAL RESEARCH STORIES, PLACED WITHIN WALKING DISTANCE. ONLINE WAS USED AS A VIRTUAL MAP PEOPLE COULD FOLLOW WHILE THEY LISTENED TO A BRANDED AUDIO GUIDE BY STREAMING EXHIBIT SPECIFIC CONTENT MADE FOR MOBILE. YOU COULD ACTUALLY LISTEN TO THE RESEARCHERS TALKING YOU THROUGH THEIR BREAKTHROUGHS AS YOU STOOD IN FRONT OF THE RELEVANT EXHIBIT. BRANDED PUBIC TRANSPORT BECAME A FREE EXHIBITION SHUTTLE, CREATING OUTDOOR ADVERTISING THAT TOOK PEOPLE BETWEEN EXHIBITS. THESE ALSO DIRECTED PEOPLE TO THE CAMPAIGN LANDING PAGE WHERE YOU COULD READ THE FULL RESEARCH CONTENT OR LISTEN TO CONTENT TIMED FOR YOUR JOURNEY. AN ACTIVATION TURNED THE CITY SQUARE INTO THE EXHIBITION’S INFO CENTRE WITH WALKING TOURS AND A CAFETERIA OFFERING RESEARCH PEOPLE COULD EAT AND DRINK. THESE BECAME PR EVENTS THAT AMPLIFIED THE CAMPAIGN THROUGH EARNED MEDIA AND WORD OF MOUTH. IN THE BUILD UP AND THEN DURING THE EVENT, SOCIAL FILMS AND PROMOTIONS ENCOURAGED PEOPLE TO VISIT AND SHARE THEIR EXPERIENCES. YOU COULD EVEN WIN A PAIR OF THE HEADPHONES FEATURED IN ONE OF THE EXHIBITS. ALL THIS ACTIVITY DIRECTED PEOPLE TO A NEW CONTENT HUB WITH A FURTHER 300 RESEARCH STORIES WHERE PEOPLE WERE PROMPTED TO SUBSCRIBE TO MORE RESEARCH STORY CONTENT, OR DONATE TO THE UNIVERSITY. THE EXHIBITION NOW TOURS AUSTRALIA, SHOWCASING THE UNIVERSITY'S RESEARCH ACROSS THE COUNTRY.

THE BRIEF :

DESPITE BEING AUSTRALIA’S NUMBER ONE UNIVERSITY AND A HIGHLY RESPECTED INSTITUTION GLOBALLY, MARKET RESEARCH CONSISTENTLY IDENTIFIED LIMITED AWARENESS AND UNDERSTANDING OF THE UNIVERSITY OF MELBOURNE’S RESEARCH ENDEAVOUR AND PUBLIC CONTRIBUTION. WE HAD TO CHANGE THE PERCEPTION OF THE UNIVERSITY WITHIN AUSTRALIA, FROM A TEACHING INSTITUTION TO A CENTRE OF WORLD CHANGING RESEARCH. THE OBJECTIVE WAS TO INCREASE PUBLIC ENGAGEMENT WITH OUR RESEARCH BY ACHIEVING 1,000,000+ VIEWS OF THE UNIVERSITY’S ONLINE RESEARCH CONTENT AND INCREASING AWARENESS OF OUR RESEARCH REPUTATION WITHIN MELBOURNE BY 10%.

THE STRATEGY :

MADE POSSIBLE BY MELBOURNE WAS A CONTENT LED EXPERIENTIAL EVENT THAT TURNED THE CITY'S CENTRAL BUSINESS DISTRICT INTO AN EXHIBITION, SHOWCASING THE UNIVERSITY'S WORLD-CHANGING RESEARCH. THE FIRST CHALLENGE WAS SELECTING RESEARCH CONTENT THAT WOULD BE ATTRACTIVE TO OUR AUDIENCE AND WOULD BE DEEMED ‘NEWSWORTHY’. THIS WORK WAS COMPLETED IN A 3 MONTH CONSULTATION PERIOD WITH OUR TARGET AUDIENCE. MEDIA WAS CHOSEN SPECIFICALLY TO REACH AN AUDIENCE OF AFFLUENT, UNIVERSITY EDUCATED, 20-60 YEAR OLDS INCLUDING ALUMNI, COMMERCIAL RESEARCH PARTNERS AND EMPLOYERS. OUR AUDIENCE WERE NOT ONLY AN EXPENSIVE GROUP TO BUY AGAINST, THEY WERE ALSO HIGHLY SAVVY AND HIGHLY LIKELY TO REJECT OR SCREEN-OUT TRADITIONAL MEDIA CHANNELS. IN ORDER TO GET THEIR ATTENTION, WE KNEW WE HAD TO USE TRADITIONAL ASSETS IN A NON-TRADITIONAL WAY. THE RESULT WAS A CONTENT LED EXPERIENTIAL EVENT IN MELBOURNE’S CITY THAT USED AMPLIFICATION THROUGH PR TO REACH A WIDER NATIONAL AUDIENCE. DURING EXECUTION WE OVERCAME CHALLENGES IN SOURCING OUTDOOR SITES THAT WOULD BE SEEN BY THE RIGHT PEOPLE AND HAD THE RIGHT AESTHETIC TO CARRY OUR EXHIBITION QUALITY CREATIVE. ALL SITES HAD TO BE WALKABLE WITHIN THE CITY'S CBD SO WE COULD PROVIDE A TOUR AND CARRY ENGAGEMENT THROUGHOUT THE EXPERIENCE.

THE EXECUTION :

PRE-LAUNCH SEEDING FOR MADE POSSIBLE BY MELBOURNE BEGAN WITH SOCIAL TEASERS AND INFLUENCERS - FAMOUS UNIVERSITY ALUMNI ANNOUNCED A NEW EXHIBITION WAS COMING TO THE CITY. SPECIAL BUILDS THEN TURNED OUTDOOR ADVERTISING INTO INTERACTIVE EXHIBITS, EACH TELLING A DIFFERENT RESEARCH STORY. THESE WERE PLACED WITHIN WALKING DISTANCE OF EACH OTHER AROUND THE CITY CENTRE. AN ACTIVATION IN THE CITY SQUARE LAUNCHED THE MONTH LONG EXHIBITION, OFFERING WALKING TOURS AND THE EXHIBITION CAFETERIA. THIS WAS USED AS A PRESS EVENT, PUTTING THE CAMPAIGN INTO THE NATIONAL PR SPOTLIGHT. THEN SUPPORTING OUTDOOR, SOCIAL AND ONLINE ADVERTISING RAN, INCLUDING DIGITAL BANNERS SERVED TO PEOPLE WITHIN 100M OF AN EXHIBIT. THESE ACTIVITIES DROVE PEOPLE TO A MOBILE SITE THAT USED GPS TO GUIDE THEM AROUND THE EXHIBITION.
IT ALSO STREAMED CONTENT THAT WAS SPECIFIC TO EACH EXHIBIT. TRANSIT TAKEOVERS CREATED FREE EXHIBITION SHUTTLES, OUTDOOR ADVERTISING THAT TRANSPORTED OUR AUDIENCE DIRECTLY TO EXHIBITS. DURING THE MONTH-LONG EXHIBITION, EACH EXHIBIT FEATURED
A CALL-TO-ACTION THAT SENT PEOPLE TO A NEW ONLINE CONTENT HUB TO EXPLORE MORE UNIVERSITY RESEARCH AND ENROLL, OR DONATE.
THESE EXHIBITS HAVE NOW BEEN REPURPOSED AND ARE BEING USED BY THE UNIVERSITY AS A ROADSHOW OF THEIR WORLD-CHANGING RESEARCH.

THE RESULT :

DURING THE MONTH LONG EXHIBITION EVENT, MADE POSSIBLE BY MELBOURNE MET EVERY MEASURABLE OBJECTIVE, RAISING AWARENESS OF THE UNIVERSITIES RESEARCH PROJECTS. THE CAMPAIGN REACH WAS 44 MILLION. THE CONTENT HUB RECEIVED OVER 1.3M HITS IN FIRST 4 WEEKS. THE EXHIBITION GENERATED OVER $3M ($3,025,959) OF MEDIA PR COVERAGE THROUGH TV, RADIO, NATIONAL AND REGIONAL NEWSPAPERS. ESTIMATED FOOT TRAFFIC THROUGH THE EXHIBITION WAS 3.2 MILLION.
OUR RESEARCH STORIES HAVE BEEN FEATURED IN OVER 52 INTERNATIONAL MEDIA OUTLETS. MADE POSSIBLE BY MELBOURNE IS NOW BEING USED AS A TOURING EXHIBITION ACROSS AUSTRALIA, AND HAS BECOME AN ONGOING PUBLISHING PLATFORM FOR THE UNIVERSITY'S RESEARCH STORIES.