MADE POSSIBLE BY MELBOURNE

Bronze Spike

Case Film

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TitleMADE POSSIBLE BY MELBOURNE
ClientUNIVERSITY OF MELBOURNE
Product / ServiceUNIVERSITY OF MELBOURNE RESEARCH
CategoryF01. Integrated Campaign led by Promo & Activation
EntrantMcCANN MELBOURNE, AUSTRALIA
Idea Creation McCANN MELBOURNE, AUSTRALIA
Media Placement McCANN MELBOURNE, AUSTRALIA
Production AIRBAG PRODUCTIONS Melbourne, AUSTRALIA

The Campaign

Made Possible By Melbourne transformed an entire city into a free exhibition, promoting the University of Melbourne’s world-changing research. By building interactive exhibits in poster sites we took research that is usually published in academic journals, and promoted it to the people that would invest in it. Not only did the event itself drive participation but each exhibit was interactive – from a nervous system that lights up when you touch it, to a medical implant you could move with your mind. These exhibits were accompanied by a digital audio guide, virtual map, free cycling tour and a pop-up cafeteria offering research people could eat and drink, creating an event that enabled people to get hands on with the research. By highlighting the contribution the research projects made towards global welfare the campaign activated people to discover and donate to further research projects.

Creative Execution

Running for one month, the promotion transformed the existing advertising infrastructure in Melbourne’s CBD into an interactive 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

Made Possible By Melbourne was a month-long event that promoted the work of University of Melbourne by turning the entire city into an interactive exhibition of their world-changing research. Usually, this research is published in academic journals. For the first time, people were invited to tour and interact with these stories first hand. Made Possible By Melbourne made research a topic people actively wanted to go and see. This promotion not only helped bring the University’s research to life, but also raised funds by activating the public to make contributions to its research projects.

To promote the University’s research we had to make it more than something people simply read about. We needed to make it relevant and interactive to motivate people to find out more about or donate to. To target an audience of affluent, university educated, 20-60 year olds including alumni, commercial Research Partners and employers we used a medium we knew they would be open to – an exhibition. Through a 6-month consultation period we selected research content to create exhibits that would be interesting and relevant to this audience. 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 on their way to and from work, and Supersites around the city ensured the campaign was unmissable. A call-to-action on exhibits activated our audience to read about more research projects online and a tool to donate.

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 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
Emma Black McCann Melbourne Media Planning Manager
Adrian Mills McCann Melbourne Managing Director
Gavin Nebauer McCann Melbourne Sound Engineer
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