Title | MADE POSSIBLE BY MELBOURNE |
Brand | UNIVERSITY OF MELBOURNE |
Product / Service | UNIVERSITY OF MELBOURNE RESEARCH |
Category | F01. Integrated Campaign led by Promo & Activation |
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 |
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 |
Emma Black | McCann Melbourne | Media Planning Manager |
Adrian Mills | McCann Melbourne | Managing Director |
Gavin Nebauer | McCann Melbourne | Sound Engineer |
Made Possible By Melbourne transformed an entire city into a free exhibition, promoting the University of Melbourne’s world-changing research. By building interactive exhibits in poster sites we took research that is usually published in academic journals, and promoted it to the people that would invest in it. Not only did the event itself drive participation but each exhibit was interactive – from a nervous system that lights up when you touch it, to a medical implant you could move with your mind. These exhibits were accompanied by a digital audio guide, virtual map, free cycling tour and a pop-up cafeteria offering research people could eat and drink, creating an event that enabled people to get hands on with the research. By highlighting the contribution the research projects made towards global welfare the campaign activated people to discover and donate to further research projects.
Running for one month, the promotion transformed the existing advertising infrastructure in Melbourne’s CBD into an interactive exhibition. First, special builds turned outdoor advertising sites into interactive exhibits. Each story was selected to demonstrate the University’s research endeavor and place it in front of a relevant audience. For example, a story about breakthroughs in prenatal drugs was placed outside the city’s leading pharmaceutical office. A mobile site used GPS to direct our audience to nearby exhibits, and then streamed audio content, providing a guide to the work spoken by the researchers themselves. A transit takeover provided a free exhibition shuttle, designed to move people seamlessly through the citywide exhibition. An activation provided a pop up cafeteria with research people could eat and drink. Supporting outdoor, social and digital communications also raised awareness of the exhibition. A call-to-action on each exhibit drove people online to donate.
During the month long exhibition, 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 exhibition was featured in 22 international media outlets. The content hub received over 1,036,453 hits within 2 weeks of launch. Estimated foot traffic through the exhibition was 3.2 million. 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 exhibition led to an 80% increase in commercial research enquiries, worth hundreds of millions of dollars in investment. 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.
Made Possible By Melbourne was a month-long event that promoted the work of University of Melbourne by turning the entire city into an interactive exhibition of their world-changing research. Usually, this research is published in academic journals. For the first time, people were invited to tour and interact with these stories first hand. Made Possible By Melbourne made research a topic people actively wanted to go and see. This promotion not only helped bring the University’s research to life, but also raised funds by activating the public to make contributions to its research projects.
To promote the University’s research we had to make it more than something people simply read about. We needed to make it relevant and interactive to motivate people to find out more about or donate to. To target an audience of affluent, university educated, 20-60 year olds including alumni, commercial Research Partners and employers we used a medium we knew they would be open to – an exhibition. Through a 6-month consultation period we selected research content to create exhibits that would be interesting and relevant to this audience. Targeted media buys made sure the exhibits were placed directly in front of high potential investment areas with relevant research stories. Transit takeovers reached commuters on their way to and from work, and Supersites around the city ensured the campaign was unmissable. A call-to-action on exhibits activated our audience to read about more research projects online and a tool to donate.