Title | MELBOURNE REMOTE CONTROL TOURIST |
Brand | TOURISM VICTORIA |
Product / Service | MELBOURNE REMOTE CONTROL TOURIST |
Category | B04. Consumer Services |
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 Services 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 |
EXIT FILMS | Additional company |
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 pedigree of producing evocative and successful television advertising campaigns. The aim was to move away from this and engage a curious and tech savvy, social media active audience. Any idea had to be a new way of showing off a city that also reinforced Melbourne's position as the cultural capital of Australia.
The solution was something never attempted before by a city tourist board allowing people to 'go, before they go', through an immersive real-time web experience. Part TV show, part interactive video, we seamlessly combined Googlemaps, live-stream, Twitter, Facebook, Instagram and Foursquare into one virtual window on Melbourne. Tourists became the eyes and ears of online users. With cameras and GPS they performed almost 3000 requests from tasting tacos to trying on dresses. The objective of which was to build the World's first crowdsourced city guide.
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%.
The creative execution was relevant on a number of levels. Melbourne is about the hundreds of small experiences, the hidden things cafes, pop ups, shops and galleries. This allowed us to let people delve deep and get a flavor of the city beforehand. Melbourne is constantly changing, so this idea allowed us to be reactive on a minute by minute basis, uncovering new things as our audience driven travel stories unfolded. Steered by users online, our Tourists became city data pathfinders. The more they uncovered, the more information we collected creating the World's first crowdsourced city guide.