MELBOURNE REMOTE CONTROL TOURIST

Silver Spike

Case Film

Presentation Board

TitleMELBOURNE REMOTE CONTROL TOURIST
BrandTOURISM VICTORIA
Product / ServiceMELBOURNE REMOTE CONTROL TOURIST
CategoryA05. Consumer Services
EntrantCLEMENGER BBDO MELBOURNE, AUSTRALIA
Entrant Company CLEMENGER BBDO MELBOURNE, AUSTRALIA
Advertising Agency CLEMENGER BBDO MELBOURNE, AUSTRALIA
Media Agency MITCHELL & PARTNERS Melbourne, AUSTRALIA
Production Company TOOL OF NORTH AMERICA Santa Monica, USA

Credits

Name Company Position
James McGrath Clemenger BBDO Melbourne Creative Chairman
Ant Keogh Clemenger BBDO Melbourne Executive Creative Director
Julian Schreiber Clemenger BBDO Melbourne Creative Director
Tom Martin Clemenger BBDO Melbourne Creative Director
Luke Thompson Clemenger BBDO Melbourne Senior Creative
Clark Edwards Clemenger BBDO Melbourne Senior Creative
Simon Lamplough Clemenger BBDO Melbourne Client Service Director
Brett Williams Clemenger BBDO Melbourne Group Account Director
Matt Kingston Clemenger BBDO Melbourne Senior Planner
Sonia von Bibra Clemenger BBDO Melbourne Executive Producer
Pete Hutchison Clemenger BBDO Melbourne Digital Technologist
Louise Sergent Clemenger BBDO Melbourne Senior Digital Producer
Ben Birchall Clemenger BBDO Melbourne Social Director
Nathan Rogers Clemenger BBDO Melbourne Social Lead
Jason Zada Tool Of North America Director
Corey Esse Exit Films Managing Director/Executive Producer
Leigh Harry Tourism Victoria Chief Executive Officer
Dorana Wirne Tourism Victoria General Manager/Destination/Product Marketing
Nicole Bradley Tourism Victoria Group Manager/Brand Strategy and Advertising
Dylan Reed Tourism Victoria Manager Melbourne Marketing

Creative Execution

By harnessing the power of social media and combining it with live-streaming video technology, the RCTs became the users’ eyes and ears in Melbourne. Potential visitors simply had to tweet or message via a specially designed website, making the campaign automatically social. The campaign was run on a custom-built platform that facilitated both viewing and controlling of the RCTs. Live social requests were moderated, responded to and fed to the website, and then delivered to the RCTs on the ground.

Over five days, our Remote Control Tourists received nearly 9000 requests with 4000 cities participating worldwide. Global press coverage reached150 million people, generating $3.7m in earned media. The campaign was also picked up by online publications and was the most shared article of the day on Mashable. Through social media we generated over 49 million earned impressions with sentiment towards campaign at 96% positive. We created over 80hrs of video footage of Melbourne, took over 2000 Instagram photos, checked into 321 hidden cultural treasures and travelled 109km. The data created a first of its kind, crowdsourced interactive guide of Melbourne.

Melbourne’s not like other Australian destinations. Instead of big landmarks, it’s a city full of small, intimate experiences. These are hidden treasures in a complex, cultural and truly creative city. They’re well known by the people who live there, but not so obvious to visitors to the city. We wanted to talk to an audience whose opinion holds influence in creative and cultural communities. To do this, we needed to reach this young, digital-savvy audience in a way that was truly innovative and showed off the cultural diversity of Melbourne – making it a must-see destination. Enter the Remote Control Tourist: a unique, live-streamed and interactive video experience that unveiled Melbourne’s hidden treasures. Through crowdsourcing of suggestions on Facebook and Twitter, anyone in the world could direct two real-life tourists in Melbourne on where to go and what to do, allowing users to ‘go before they go’.

Links

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