Creative Execution

We created the world’s first live stream of a stream. On a homepage takeover on Western Australia’s most popular news site, we live streamed a stream directly from the Southern Forests Region for 24 hours. To highlight the many attractions on offer, we staged various live activities, including some to remind viewers that we were actually streaming live: such as reading out the day’s newspaper and listening to a local radio station. These activities were seeded out through Tourism Western Australia’s social media accounts over the course of the day.

The interaction rate of our Live Stream Stream was 10.67%, 400% greater than the rich media industry average of 2.47%. The average interaction time of our Live Stream Stream was 2 minutes and 36 seconds, 17 times longer than the rich media industry average of 9 seconds. But most importantly, traffic to the Southern Forests Region campaign website was up an astounding 967% on the previous day.

In February 2015, the Southern Forests Region in Western Australia was ravaged by a week of bushfires. More than 85,000 hectares of land was destroyed. But despite the area making an astounding recovery, it was still a no-go holiday destination in the minds of many West Australians. Tourism Western Australia wanted us to drive West Australians back to the region by showing them that the area was again alive and well. So what better way than to show the area, LIVE and well?