TWISTS & TURNS
Case Film
Presentation Board
| Title | TWISTS & TURNS |
| Brand | MELBOURNE WRITERS FESTIVAL |
| Product / Service | CULTURAL FESTIVAL |
| Category | A01. Activation by Location or Proximity |
| Entrant | J WALTER THOMPSON Melbourne, AUSTRALIA |
| Entrant Company | J WALTER THOMPSON Melbourne, AUSTRALIA |
| Advertising Agency | J WALTER THOMPSON Melbourne, AUSTRALIA |
| Production Company | RISK SOUND Melbourne, AUSTRALIA |
| Production Company 2 | TACTIFY Surry Hills, AUSTRALIA |
Credits
| Name | Company | Position |
|---|---|---|
| RICHARD MUNTZ | J Walter Thompson Melbourne | Executive Creative Director |
| TIM HOLMES | J Walter Thompson Melbourne | Creative Director |
| GABE WOODMANSEY | J Walter Thompson Melbourne | Art Director |
| JONO AIDNEY | J Walter Thompson Melbourne | Copywriter |
| CHRIS HINCE | J Walter Thompson Melbourne | Art Director |
| ANDY SEGAL | J Walter Thompson Melbourne | Copywriter |
| KELLIE LENNON | J Walter Thompson Melbourne | CLIENT SERVICE DIRECTOR |
| NIKIA SHEPHERD | J Walter Thompson Melbourne | SENIOR ACCOUNT MANAGER |
| MAT NORTON | J Walter Thompson Melbourne | DIGITAL BUSINESS DIRECTOR |
| ANDER HERNANDO | J Walter Thompson Melbourne | DIGITAL DESIGNER |
| BILL LOULOUDAKIS | J Walter Thompson Melbourne | DIGITAL PRODUCER |
| MIRYANA VELANYOVSKI | J Walter Thompson Melbourne | PRINT PRODUCER |
| SHERRY HARVEY | J Walter Thompson Melbourne | TV PRODUCER |
| EYVONNE CARFORA | J Walter Thompson Melbourne | TV PRODUCER |
| LEENA VAN DEVENTER | LEENA VAN DEVENTER | BRANCHING NARRATIVES EXPERT |
| ANDREW CHIARI | TACTIFY | APP DEVELOPERS |
| MATT THOMPSON | RISK SOUND | SOUND PRODUCTION |
| DYLAN KING | TACTIFY | APP DEVELOPERS |
| RICHARD DUPE | TACTIFY | APP DEVELOPERS |
Creative Execution
The Twists and Turns app was placed on the App Store in the week leading up to the Festival. People were directed to the App Store through a number of means: A unique Twists and Turns interactive YouTube video. Cinema advertising. Communication on the Melbourne Writers Festival desktop and mobile sites. Outdoor posters. Footpath stickers. Writer blogs and industry PR.
Through Twists and Turns, our target audience were taken on a unique, immersive experience that led people to the Festival itself, where the app prompted them to buy tickets. Feedback was extremely positive, and it showed in ticket sales. With a record total attendance of 56,508, the Melbourne Writers Festival surpassed ticket sales goals. Twists and Turns led to record-high publicity. 2014 publicity achieved 1,423 media 'hits', representing a 438% increase on 2013. Coverage was achieved across a mix of print, radio, TV and online media at local, metro, regional, national and international level. Importantly, Twists and Turns achieved the Writers Festival goal to be seen as innovative. It allowed the Festival to provide a completely new way for audiences to participate and a new way for emerging writers to share their imagination.
The Melbourne Writers Festival suffers from being seen as a festival of books. But in the digital age, writing is taking more forms than ever before. Our objective was to attract new Festival goers by showing that stories can take any form. We created Twists and Turns and put stories in the hands of hundreds of potential Festival goers. Simply by downloading it from the App Store, the streets of Melbourne came to life with bizarre stories written by Festival authors. The app's GPS interacted with geolocation beacons, so you heard the story on your iPhone as you walked streets and laneways. Change direction and the story did too. The story led you to the Writers Festival centre, where the app let you buy tickets, share the app and get info. Twists & Turns was an app that unlocked a unique Melbourne experience.