The University Of Melbourne - "Made Possible By Melbourne"

McCann Melbourne

McCann Melbourne Melbourne, Australia

Premi

17322

Marca: The University Of Melbourne
Paese: Australia

Cliente: The University Of Melbourne

Titolo	Made Possible By Melbourne
Agenzia	McCann Melbourne
Campagna	Made Possible By Melbourne
Cliente	The University Of Melbourne
Marca	The University Of Melbourne
Data di Prima Diffusione/Publicazione	2016 / 10
Settore	Colleges e Universita'
Trama	For one month we turned outdoor advertising 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 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 the exhibition cafeteria. This put the campaign into the national spotlight. Outdoor, social and online advertising recruited people during the exhibition period. These integrated activities drove people to an online content hub to explore more university research.
Problema	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%.
Tipo di Media	Esterna
Lunghezza	125 seconds
Casa di Produzione	AIRBAG
Chief Creative Officer	Pat Baron
Executive Creative Director	Matt Lawson
Copywriter	Charles Baylis
Art Director	Caitlin Moloney
Art Director	Matt Lawson
Digital Director	Tony Prysten
Designer	Dave Budd
Designer	Guilherme Pocai De Almeida
Digital Account Director	Sam Enshaw
Media Account Director	Emma Black
Account Director	Charles McDevitt
Account Manager	Emma Van Den Berg
Account Executive	Meg Andrews
Account Executive	Rob Patterson
Media Director	Jane Walshe
Social Manager	Chris Baker
Strategic Planning Director	David Phillips
Strategic Planner	Charmari KariyakAranage
Editor	Tom Mannion
Agency Producer	Victoria Conners-Bell
Digital Producer	Joe Guario
Managing Partner	Adrian Bosich
Director	Travis Hogg
Executive Producer	Martin Box
Executive Producer	Nick Venn
Production Designer	Jackson Dickie
Model Maker	Nick Pledge
Concept	Xavier Invine
Electronic Engineer	Daniel Macnish