SUB CATEGORY :

BEST INTEGRATED MEDIA CAMPAIGN

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

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

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 RAISE AWARNESS 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 :

MEDIA WAS CHOSEN SPECIFICALLY TO REACH AN AUDIENCE OF AFFLUENT, UNIVERSITY EDUCATED, 20-60 YEAR OLDS. OUR AUDIENCE WERE AN EXPENSIVE GROUP TO BUY AGAINST SO TO GET THEIR ATTENTION WE HAD TO INTEGRATE TRADITIONAL MEDIA IN A NON-TRADITIONAL WAY. THERE WERE THREE DISTINCT STAGES OF THE CONSUMER JOURNEY THROUGHOUT THE CAMPAIGN: PRE-LAUNCH SEEDING THROUGH SOCIAL, LAUNCHING THE EXHIBITION THROUGH ADSHELS, SOCIAL, TRAIN INTERNALS AND A FULL TRAM WRAP THROUGH MELBOURNE CBD WHICH WAS UNMISSABLE. FINALLY CAMPAIGN AMPLIFICATION WHERE CONTENT WAS SERVED VIA SOCIAL CHANNELS THAT EXPLORED THE RESEARCH IN MORE DEPTH AND VIDEO CONTENT OF THE ACTUAL CAMPAIGN EXPERIENCE.

THE EXECUTION :

FIRST WE TURNED OUTDOOR MEDIA IN MELBOURNE’S CBD INTO INTERACTIVE EXHIBITS OF UNIVERSITY RESEARCH. THIS WAS SUPPORTED BY A MOBILE SITE THAT PROVIDED A GUIDE AND STREAMED AUDIO CONTENT. BRANDED PUBLIC TRANSPORT BECAME FREE EXHIBITION SHUTTLES, OUTDOOR ADVERTISING THAT TOOK PEOPLE DIRECTLY TO THE EXHIBITS. WE LAUNCHED WITH AN ACTIVATION AND PRESS EVENT IN THE CITY SQUARE OFFERING WALKING TOURS AND AN EXHIBITION CAFETERIA. THIS PUT THE CAMPAIGN INTO THE NATIONAL SPOTLIGHT. OUTDOOR, SOCIAL AND ONLINE ADVERTISING ATTRACTED PEOPLE DURING THE EXHIBITION PERIOD. ALL MEDIA DROVE PEOPLE TO AN ONLINE CONTENT HUB WHERE THEY COULD DISCOVER EVEN MORE UNIVERSITY RESEARCH.

THE RESULT :

DURING THE MONTH-LONG INTEGRATED CAMPAIGN, MADE POSSIBLE BY MELBOURNE EXCEEDED 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. ESTIMATED FOOT TRAFFIC THROUGH THE EXHIBITION WAS 3.2 MILLION. OUR SELECTED 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.

URL :

https://pursuit.unimelb.edu.au/madepossible