STORIES FROM THE STREET

Silver Spike
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TitleSTORIES FROM THE STREET
ClientMELBOURNE WRITERS FESTIVAL
Product / Service2010 MELBOURNE WRITERS FESTIVAL
CategoryA04. Best Use of Ambient Media: Small Scale
EntrantJWT Melbourne , AUSTRALIA
Entrant Company:JWT Melbourne, AUSTRALIA
Advertising Agency:JWT Melbourne, AUSTRALIA

Results and Effectiveness

As a result of the Stories From Every Angle campaign, the festival enjoyed an attendance increase of over 50,000 people and pre-sales that rose from $11,000 in 2009, to $110,000 in 2010.

Creative Execution

By creating an interactive book, festival goers could immerse themselves in the very essence of the festival as they traveled between venues, uncovering hidden stories. Reinforcing the campaign idea 'Stories From Every Angle'.

Insights, Strategy and the Idea

Every year hundreds of writers and thousands of visitors attend the Melbourne Writers Festival. The festival has grown year on year, but it still struggles to shake off its stereotypically literary image of being stuffy and academic. We needed to inject interest in the festival offer by thinking from a different perspective to attract the target audience of Young & Ambitious professionals aged between 25 - 40. We saw a perfect opportunity to take the festival to the streets. As every summer the Melbourne Writers Festival consumes the city with over 40,000 people wandering through the CBD between venues.

Credits

Name Company Position
Juliette Kringas Melbourne Writers Festival Marketing Manager
Richard Muntz JWT Melbourne Executive Creative Director
Keith Nicolas JWT Melbourne Deputy Creative Director
Hannah Smit JWT Melbourne Creative
Scott Glennon JWT Melbourne Creative
Prue Tehan JWT Melbourne Account Director
Melissa Benavides JWT Melbourne Account Manager
Anuj Mehra JWT Melbourne Planner
Miryana Velanovski JWT Melbourne Agency Producer
Digital House Production Company