1 2
 
 
  • SUB CATEGORY :
    INTEGRATED LOTUS
  • 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 PLANNING MANAGER :
    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 ENROLMENT OF THE BEST STUDENTS IN THE COUNTRY. SO, WE TOOK THE RESEARCH TO THE STREETS. MADE POSSIBLE BY MELBOURNE WAS AN INTEGRATED CAMPAIGN THAT TRANSFORMED AN ENTIRE CITY INTO A FREE EXHIBITION OF THE UNIVERSITY’S WORLD-CHANGING RESEARCH. SPECIAL BUILDS TURNED OUTDOOR ADVERTISING INTO EXHIBITS. EACH EXHIBIT TOLD A RESEARCH STORY. A MOBILE SITE USED GPS TO LEAD YOU TO EACH EXHIBIT AND THEN STREAMED AUDIO THAT PROVIDED A GUIDE SPOKEN BY EACH OF THE RESEARCHERS. TRANSIT TAKEOVERS TOOK PEOPLE TO EACH EXHIBIT AS A FREE EXHIBITION SHUTTLE. A SUPPORTING OUTDOOR, SOCIAL AND INTERACTIVE DIGITAL CAMPAIGN RAISED AWARENESS FOR THE CAMPAIGN. PEOPLE WHO VISITED THE EXHIBITION WERE THEN DRIVEN TO A NEW CONTENT HUB HOUSING A FURTHER 300 RESEARCH STORIES WHERE THEY COULD ENROLL OR DONATE TO THE UNIVERSITY.
  • 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 THAT OF 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 BY 10% OF MELBOURNE.
  • THE STRATEGY :
    MADE POSSIBLE BY MELBOURNE WAS AN INTEGRATED CAMPAIGN THAT USED A MIX OF MEDIA TO CREATE A FREE CITYWIDE EXHIBITION. MEDIA WAS CHOSEN SPECIFICALLY TO REACH AN AUDIENCE OF AFFLUENT, UNIVERSITY EDUCATED, 20-60 YEAR OLDS INCLUDING ALUMNI, COMMERCIAL RESEARCH PARTNERS AND EMPLOYERS. DIGITAL AND EVENT LED ADVERTISING WAS IDENTIFIED AS THE BEST WAY TO REACH THIS AUDIENCE. OUR CAMPAIGN WAS A TECH LED LARGE-SCALE EVENT IN MELBOURNE’S CITY THAT GAINED AMPLIFICATION THROUGH PR TO REACH A WIDER NATIONAL AUDIENCE. DIGITAL AND SOCIAL WERE USED TO SEED EXCITEMENT AROUND EXHIBITIONS TO A TECH SMART AUDIENCE. SPECIAL BUILD OUTDOOR CREATED INTERACTIVE EXHIBITS OF RESEARCH STORIES THAT WERE PLACED IN FRONT OF HIGH POTENTIAL INVESTMENT AREAS. TRANSIT TAKEOVERS WERE LINE TARGETED ATO ENSURE THEY REACHED OUR AUDIENCE ON THEIR COMMUTE. THESE ACTIVITIES WERE ACCOMPANIED BY ACTIVATIONS IN PROMINENT LOCATIONS TO CREATING MASS-MARKET AWARENESS AND GENERATE PR. ALL ACTIVITY DROVE TO OUR WEBSITE.
  • THE EXECUTION :
    PRE-LAUNCH SEEDING FOR MADE POSSIBLE BY MELBOURNE BEGAN WITH SOCIAL TEASERS THAT ANNOUNCED A NEW EXHIBITION COMING TO THE CITY. SPECIAL BUILDS THEN TURNED OUTDOOR ADVERTISING INTO INTERACTIVE EXHIBITS. 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. 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 AND STREAMED AUDIO THAT PROVIDED A GUIDE SPECIFIC TO EACH EXHIBIT. TRANSIT TAKEOVERS CREATED FREE EXHIBITION SHUTTLES TRANSPORTING PEOPLE DIRECTLY TO EXHIBITS AND OPERATING AS MOVING OUTDOOR ADVERTISING. DURING THE MONTH-LONG EXHIBITION A CALL-TO-ACTION DROVE PEOPLE TO A NEW ONLINE CONTENT HUB TO EXPLORE MORE UNIVERSITY RESEARCH AND ENROLL, OR DONATE.
  • THE RESULT :
    DURING THE MONTH LONG EXHIBITION EVENT, MADE POSSIBLE BY MELBOURNE MET EVERY MEASURABLE OBJECTIVE IN RAISING AWARENESS OF THE UNIVERSITIES RESEARCH PROJECTS. THE CAMPAIGN REACH: 44 MILLION THE CONTENT HUB RECEIVED OVER 1.3M HITS IN FIRST 4 WEEKS. THE EXHIBITION GENERATED OVER $1M ($1,025,959) OF MEDIA PR COVERAGE THROUGH TV, RADIO, NATIONAL AND REGIONAL NEWSPAPERS ESTIMATED FOOT TRAFFIC THROUGH THE EXHIBITION WAS 3.2 MILLION. RESEARCH STORIES FEATURED IN THE EXHIBIT 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 UNIVERSITIES RESEARCH STORIES.