MADE POSSIBLE BY MELBOURNE

TitleMADE POSSIBLE BY MELBOURNE
BrandUNIVERSITY OF MELBOURNE
Product / ServiceUNIVERSITY OF MELBOURNE RESEARCH
EntrantMcCANN MELBOURNE, AUSTRALIA
Idea Creation McCANN MELBOURNE, AUSTRALIA
Media Placement McCANN MELBOURNE, AUSTRALIA
Production AIRBAG PRODUCTIONS Melbourne, AUSTRALIA

Credits

Name Company Position
Pat Baron McCann Worldgroup Chief Creative Officer Melbourne
Matt Lawson McCann Melbourne Executive Creative Officer
Meg Andrews McCann Melbourne Account Manager
Charles Baylis McCann Melbourne Copywriter
Caity Moloney McCann Melbourne Art Director
Matt Lawson McCann Melbourne Art Director
Charlie McDevitt McCann Melbourne Group Account Director
Emma Van Den Berg McCann Melbourne Account Director
Rob Patterson McCann Melbourne Account Manager
David Phillips McCann Melbourne Startegic Planning Director
Chamarai Kariyakarange McCann Melbourne Strategic Planner
Jane Walshe McCann Melbourne Media Planning Director
Sam Enshaw McCann Melbourne Media Planning Manager
Victoria Conners McCann Melbourne Agency Producer
Tony Prysten McCann Melbourne Head of Digital
Chris Baker McCann Melbourne Head of Social
Joe Guario McCann Melbourne Digital Producer
Oliver Knocker McCann Melbourne Editor
Tom Mannion McCann Melbourne Editor
Dave Budd McCann Melbourne Senior Designer
Guilherme Pocai De Almeida McCann Melbourne Digital Designer
Travis Hogg Bayly Group/Treehouse Studios Director
Jackson Dickie Bayly Group/Treehouse Studios Production Designer
Martin Box Bayly Group/Treehouse Studios Executive Producer
Nick Venn Bayly Group/Treehouse Studios Film Producer
Adrian Bosich Bayly Group/Treehouse Studios Managing Partner
Nick Pledge Bayly Group/Treehouse Studios Model Maker
Daniel Macnish Bayly Group/Treehouse Studios Electronic Engineer
Xavier Irvine Bayly Group/Treehouse Studios Concept Artist
Emma Black McCann Melbourne Media Planning Manager

The Campaign

We repurposed and integrated media around Melbourne’s CBD to publish the University’s research in a new way, one that we knew Melbourne’s public would want to engage with – a free exhibition. By creating exhibits in poster sites within the city's free tram zone we took research that is usually published in academic journals, and placed it directly in front of the people that might invest in it. These exhibits were accompanied by a mobile audio guide, online map, free cycling tour and a pop-up cafeteria offering research people could eat and drink, creating an event that enabled people to interact with research. Creating a citywide free exhibition meant that people were already open to our message and strengthened the University’s relationship with Melbourne’s public. This innovative nature of our integrated execution amplified the campaign beyond the city itself, and the exhibition was reported through national and international press.

Creative Execution

Running for one month, we transformed the media sites throughout Melbourne's CBD to host an innovative free outdoor exhibition. First, special builds turned outdoor advertising sites into interactive exhibits. Each story was selected to demonstrate the University’s research endeavor and place it in front of a relevant audience. For example, a story about breakthroughs in prenatal drugs was placed outside the city’s leading pharmaceutical office. A mobile site used GPS to direct our audience to nearby exhibits, and then streamed audio content, providing a guide to the work spoken by the researchers themselves. A transit takeover provided a free exhibition shuttle, designed to move people seamlessly through the citywide exhibition. An activation provided a pop up cafeteria with research people could eat and drink. Supporting outdoor, social and digital communications also raised awareness of the exhibition. A call-to-action on each exhibit drove people online to donate.

During the month long exhibition, Made Possible By Melbourne met every measurable objective in raising awareness of the University’s research projects. The campaign reached 44 million, globally, through PR. The exhibition was featured in 22 international media outlets. The content hub received over 1,036,453 hits within 2 weeks of launch. Estimated foot traffic through the exhibition was 3.2 million. In a tracking study 1 in 3 Melbournians said the campaign changed their opinions of the University, enhancing their understanding of the importance of research and its economic and societal impacts. Ultimately, this exhibition led to an 80% increase in commercial research enquiries, worth hundreds of millions of dollars in investment. Made Possible By Melbourne is now being used as a touring exhibition across Australia, and has become an ongoing publishing platform for the University’s research stories.

Made Possible By Melbourne reimagined existing advertising infrastructure around the city to transform the CBD into a free exhibition of the University of Melbourne’s world-changing research. Usually this research is hidden away in obscure academic journals. To help the University raise awareness and funding for their world changing research, we combined mobile, outdoor, transit, activations and online media to give the University a new way to publish their research and to inspire a new audience. A uniquely integrated campaign was the solution. Each element was used to enhance the holistic consumer experience of the exhibition and ultimately the research itself.

We selected research content that would be interesting and relevant to our target audience of affluent, university educated, 20-60 year olds including alumni, commercial research partners and employers. A mix of media around Melbourne’s city’s tram stops was chosen for its high dwell time for the city's workers. As this audience is an expensive group to buy against we had to maximize our budget and get their attention by integrating traditional media in a non-traditional way. Targeted media buys made sure the exhibits were placed directly in front of high potential investment areas with relevant research stories. Transit takeovers reached commuters and an activation in the city square ensured the campaign was unmissable. This large-scale event was not only the first time a University had exhibited its research in this way, it was also a first for this type of media-thereby gaining amplification through PR to reach a national audience.

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