The University Of Melbourne - "Made Possible By Melbourne"

McCann Melbourne

McCann Melbourne Melbourne, Austrália

Prêmios

16542

Marca: The University Of Melbourne
País: Austrália

Anunciante: The University Of Melbourne

Titulo	Made Possible By Melbourne
Agência	McCann Melbourne
Campanha	Made Possible By Melbourne
Anunciante	The University Of Melbourne
Marca	The University Of Melbourne
Data da primeira Transmissão/Publicação	2016 / 10
Sector Empresarial	Educação superior, Escolas
História	For one month we turned outdoor advertising in Melbourne’s cbd into interactive exhibits of university research. This was supported by a mobile site that provided a guide and streamed audio content. Branded public transport became exhibition shuttles, outdoor advertising that took people directly to the exhibits. We launched with an activation and press event in the city square offering walking tours and the exhibition cafeteria. This put the campaign into the national spotlight. Outdoor, social and online advertising recruited people during the exhibition period. These integrated activities drove people to an online content hub to explore more university research.
Problema	Despite being Australia’s number one university and a highly respected institution globally, market research consistently identified limited awareness and understanding of the university of Melbourne’s research endeavour and public contribution. We had to change the perception of the university within Australia, from a teaching institution to a centre of world changing research. The objective was to increase public engagement with our research by achieving 1,000,000+ views of the university’s online research content and increasing awareness of our research reputation within Melbourne by 10%.
Tipo de Mídia	Case Study
Comprimento	126 seconds
Produtora	AIRBAG
Chief Creative Officer	Pat Baron
Director executivo criativo	Matt Lawson
Redator	Charles Baylis
Director de arte	Caitlin Moloney
Director de arte	Matt Lawson
Digital Director	Tony Prysten
Designer	Dave Budd
Designer	Guilherme Pocai De Almeida
Digital Account Director	Sam Enshaw
Media Account Director	Emma Black
Director de contas	Charles McDevitt
Account Manager	Emma Van Den Berg
Executivo de contas	Meg Andrews
Executivo de contas	Rob Patterson
Director de media	Jane Walshe
Social Manager	Chris Baker
Diretor de Planejamento Estratégico	David Phillips
Planeador estratégico	Charmari KariyakAranage
Editor	Tom Mannion
Produtor da agência	Victoria Conners-Bell
Digital Producer	Joe Guario
Managing Partner	Adrian Bosich
Realizador	Travis Hogg
Produtor executivo	Martin Box
Produtor executivo	Nick Venn
Designer de produção	Jackson Dickie
Model Making	Nick Pledge
Conceito	Xavier Invine
Electronic Engineer	Daniel Macnish