Title | MADE POSSIBLE BY MELBOURNE - THE AUDIO TOUR |
Brand | UNIVERSITY OF MELBOURNE |
Product / Service | UNIVERSITY OF MELBOURNE RESEARCH |
Category | B10. Use of Mobile |
Entrant | McCANN MELBOURNE, AUSTRALIA |
Idea Creation | McCANN MELBOURNE, AUSTRALIA |
Media Placement | McCANN MELBOURNE, AUSTRALIA |
Production | AIRBAG PRODUCTIONS Melbourne, AUSTRALIA |
Name | Company | Position |
---|---|---|
Pat Baron | McCann Worldgroup | Chief Creative Officer Melbourne |
Matt Lawson | McCann Melbourne | Executive Creative Officer |
Meg Andrews | McCann Melbourne | Account Manager |
Charles Baylis | McCann Melbourne | Copywriter |
Caity Moloney | McCann Melbourne | Art Director |
Matt Lawson | McCann Melbourne | Art Director |
Charlie McDevitt | McCann Melbourne | Group Account Director |
Emma Van Den Berg | McCann Melbourne | Account Director |
Rob Patterson | McCann Melbourne | Account Manager |
David Phillips | McCann Melbourne | Startegic Planning Director |
Chamarai Kariyakarange | McCann Melbourne | Strategic Planner |
Jane Walshe | McCann Melbourne | Media Planning Director |
Sam Enshaw | McCann Melbourne | Media Planning Manager |
Victoria Conners | McCann Melbourne | Agency Producer |
Tony Prysten | McCann Melbourne | Head of Digital |
Chris Baker | McCann Melbourne | Head of Social |
Joe Guario | McCann Melbourne | Digital Producer |
Oliver Knocker | McCann Melbourne | Editor |
Tom Mannion | McCann Melbourne | Editor |
Dave Budd | McCann Melbourne | Senior Designer |
Guilherme Pocai De Almeida | McCann Melbourne | Digital Designer |
Emma Black | McCann Melbourne | Media Planning Manager |
Travis Hogg | AIRBAG | Director |
Jackson Dickie | AIRBAG | Production Designer |
Martin Box | AIRBAG | Executive Producer |
Nick Venn | AIRBAG | Film Producer |
Adrian Bosich | AIRBAG | Managing Partner |
Nick Pledge | AIRBAG | Model Maker |
Daniel Macnish | AIRBAG | Electronic Engineer |
Xavier Irvine | AIRBAG | Concept Artist |
Adrian Mills | McCann Melbourne | Managing Director |
Gavin Nebauer | University of Melbourne | Sound Engineer |
We created tailored audio content from University research to target people waiting for public transport in the Melbourne CBD, turning their wait into a chance to educate. As people usually have little time to read in depth about these breakthroughs we targeted them when they would usually be wasting time – at tram stops. Content was created so that it matched the length of the average wait at that stop to make it more attractive to potential listeners. We turned research into audio stories, and created interactive art works at trams stops to get people streaming the stories, then we prompted them to donate to the University’s research projects.
Running for one month, the direct campaign used the existing advertising infrastructure in Melbourne's CBD to host an interactive exhibition. Each tram stop had a unique audio research story that was accompanied by an interactive artwork. The artwork prompted people to stream the audio from a mobile site where they were served content relating to that story. The length of each story matched the wait time at that particular tram stop giving people the perfect audio accompaniment for their commute. Each piece of content was narrated by award winning journalist and alumni, Libby Gore, and hosted the content alongside researchers responsible for the breakthroughs As your journey continued, so did the stories, streamed directly from our mobile audio site. This site then drove people to a page where they could directly make contributions to the University’s research projects.
Made Possible By Melbourne met every measurable objective in raising awareness of the University’s research projects. The campaign reached 44 million, globally, through PR. The content hub received over 1,036,453 hits within 2 weeks of launch. Over 89,000 episodes of the Audio Tour were streamed. In a tracking study 1 in 3 Melbournians said the campaign changed their opinions of the University, enhancing their understanding of the importance of research and its economic and societal impacts. Ultimately, this has exhibition led to an 80% increase in commercial research enquiries, worth hundreds of millions of dollars in investment.
Made Possible By Melbourne: The Audio Tour created a new way for the University of Melbourne to deliver research stories to its target audience in order to drive awareness and funding for the University. Each tram stop in Melbourne’s city entre was given a unique audio research story that was accompanied by an interactive artwork enabling people to learn about research whilst waiting for their tram. This use of audio increased traffic to the University’s research website and contributions to the University’s research.
After a 6-month consultation period we selected research content that would be interesting and relevant to our target audiences, and directly engage them to actively seek and donate to research. A mix of media around Melbourne’s central business district was chosen specifically to reach an audience of affluent, university educated, 20-60 year olds including alumni, commercial Research Partners and employers. We chose tram stops as an area with high dwell time, where people have a chance to digest content and usually are searching or browsing for content on their phones. A call-to-action on each story and on the streaming site drove our tech savvy audience online to read about more research projects and also, gave them opportunity to donate then and there.