Tony Prysten
广告经理 at Melbourne Advertising & Design Club
Melbourne, 澳大利亚
标题Made Possible By Melbourne
广告公司
广告战役 Made Possible By Melbourne
广告主 The University Of Melbourne
品牌 The University Of Melbourne
首次发布日期 2016 / 10
行业领域 高等教育及培训中心
剧情简介  
 
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.
问题 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%.
媒体类别 户外广告
长度
制作公司
首席创意官
执行创意总监
文案
美术指导
美术指导
Digital Director
设计师
设计师
Digital Account Director
Media Account Director
客户总监
客户经理
客户主管
客户主管
媒介总监
Social Manager
战略企划总监
战略企划
剪辑师
广告公司制片
数字制片
Managing Partner
导演
执行制片
执行制片
制作设计师
模型制作
Concept
Electronic Engineer

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