MADE POSSIBLE BY MELBOURNE - THE AUDIO TOUR

Short List
TitleMADE POSSIBLE BY MELBOURNE - THE AUDIO TOUR
ClientUNIVERSITY OF MELBOURNE
Product / ServiceUNIVERSITY OF MELBOURNE RESEARCH
CategoryB10. Use of Mobile
EntrantMcCANN MELBOURNE, AUSTRALIA
Idea Creation McCANN MELBOURNE, AUSTRALIA
Media Placement McCANN MELBOURNE, AUSTRALIA
Production AIRBAG PRODUCTIONS Melbourne, AUSTRALIA

The Campaign

We created tailored audio content from University research to target people waiting for public transport in the Melbourne CBD, turning their wait into a chance to educate. As people usually have little time to read in depth about these breakthroughs we targeted them when they would usually be wasting time – at tram stops. Content was created so that it matched the length of the average wait at that stop to make it more attractive to potential listeners. We turned research into audio stories, and created interactive art works at trams stops to get people streaming the stories, then we prompted them to donate to the University’s research projects.

Creative Execution

Running for one month, the direct campaign used the existing advertising infrastructure in Melbourne's CBD to host an interactive exhibition. Each tram stop had a unique audio research story that was accompanied by an interactive artwork. The artwork prompted people to stream the audio from a mobile site where they were served content relating to that story. The length of each story matched the wait time at that particular tram stop giving people the perfect audio accompaniment for their commute. Each piece of content was narrated by award winning journalist and alumni, Libby Gore, and hosted the content alongside researchers responsible for the breakthroughs As your journey continued, so did the stories, streamed directly from our mobile audio site. This site then drove people to a page where they could directly make contributions to the University’s research projects.

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 content hub received over 1,036,453 hits within 2 weeks of launch. Over 89,000 episodes of the Audio Tour were streamed. 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 has exhibition led to an 80% increase in commercial research enquiries, worth hundreds of millions of dollars in investment.

Made Possible By Melbourne: The Audio Tour created a new way for the University of Melbourne to deliver research stories to its target audience in order to drive awareness and funding for the University. Each tram stop in Melbourne’s city entre was given a unique audio research story that was accompanied by an interactive artwork enabling people to learn about research whilst waiting for their tram. This use of audio increased traffic to the University’s research website and contributions to the University’s research.

Insights, Strategy and the Idea

After a 6-month consultation period we selected research content that would be interesting and relevant to our target audiences, and directly engage them to actively seek and donate to research. A mix of media around Melbourne’s central business district was chosen specifically to reach an audience of affluent, university educated, 20-60 year olds including alumni, commercial Research Partners and employers. We chose tram stops as an area with high dwell time, where people have a chance to digest content and usually are searching or browsing for content on their phones. A call-to-action on each story and on the streaming site drove our tech savvy audience online to read about more research projects and also, gave them opportunity to donate then and there.

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
Emma Black McCann Melbourne Media Planning Manager
Travis Hogg AIRBAG Director
Jackson Dickie AIRBAG Production Designer
Martin Box AIRBAG Executive Producer
Nick Venn AIRBAG Film Producer
Adrian Bosich AIRBAG Managing Partner
Nick Pledge AIRBAG Model Maker
Daniel Macnish AIRBAG Electronic Engineer
Xavier Irvine AIRBAG Concept Artist
Adrian Mills McCann Melbourne Managing Director
Gavin Nebauer University of Melbourne Sound Engineer
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