MELBOURNE REMOTE CONTROL TOURIST

Silver Spike

Case Film

Presentation Board

TitleMELBOURNE REMOTE CONTROL TOURIST
BrandTOURISM VICTORIA
Product / ServiceMELBOURNE REMOTE CONTROL TOURIST
CategoryA01. Use of promotional stunts/live advertising/live shows/concerts & festivals
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
Pete Hutchison Clemenger BBDO Melbourne Digital Technologist
Louise Sergent Clemenger BBDO Melbourne Senior Digital Producer
Matt Kingston Clemenger BBDO Melbourne Senior Planner
Sonia von Bibra Clemenger BBDO Melbourne Executive 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
EXIT FILMS Additional company

The Brief

The brief stemmed from Melbourne's uniqueness – it's unlike other Australian destinations. Instead of landmarks and beaches, it's a patchwork of hundreds of little experiences. These take time to discover. The objective was to find a means of letting people explore this depth first hand. Melbourne has a history of producing successful television advertising campaigns. The aim was to move on from this. Any idea had to be a new way of showing off a city – that also still reinforced Melbourne's position as the cultural capital of Australia.

Describe how the promotion developed from concept to implementation

The solution was something that a city had never attempted – to allow people to 'go, before they go'. For five days, we created a real time live streaming web experience – a window on a city. Part TV show, part interactive video, we seamlessly combined Googlemaps, live stream, Twitter, Facebook, Instagram and Foursquare to immerse viewers in the city. Our Remote Control Tourists became the eyes and ears of users online. With cameras and GPS they performed almost 3000 requests – everything from tasting tacos to trying on dresses. The objective of which was to build the world's first crowdsourced city guide.

Describe the success of the promotion with both client and consumer including some quantifiable results

In just five days over our We generated over 43 million social media impressions and were seen by estimated global audience of 150 million people. We had users from 158 countries and 3888 cities interact with us directly. Our Tourists themselves carried out almost 3000 unique requests for users – everything from trying on dresses to tasting tacos. We even facilitated a successful marriage proposal. We also trended nationally on Twitter, with positive sentiment toward Melbourne rising to 96%.

Explain why the method of promotion was most relevant to the product or service

The creative execution was relevant on a number of levels. Melbourne is about the hundreds of small things, the hidden things . cafes, pop ups, shops and galleries. This allowed us to truly let people delve deep and get a flavor of the city beforehand. Melbourne is constantly changing too, so this idea allowed us to be reactive on a minute by minute basis, uncovering new things as our audience driven travel stories unfolded. Lastly, the city is famed for its rich mix of interesting people. This let our viewers virtually meet, in turn getting a sense of the city's uniqueness.