Title | MELBOURNE REMOTE CONTROL TOURIST |
Brand | TOURISM VICTORIA |
Product / Service | TOURISM VICTORIA |
Category | B02. Microsites |
Entrant | CLEMENGER 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 |
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 |
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’.