标题 | Made Possible By Melbourne |
广告公司 | McCann Melbourne |
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 | AIRBAG |
首席创意官 | Pat Baron |
执行创意总监 | Matt Lawson |
文案 | Charles Baylis |
美术指导 | Caitlin Moloney |
美术指导 | Matt Lawson |
Digital Director | Tony Prysten |
设计师 | Dave Budd |
设计师 | Guilherme Pocai De Almeida |
Digital Account Director | Sam Enshaw |
Media Account Director | Emma Black |
客户总监 | Charles McDevitt |
客户经理 | Emma Van Den Berg |
客户主管 | Meg Andrews |
客户主管 | Rob Patterson |
媒介总监 | Jane Walshe |
Social Manager | Chris Baker |
战略企划总监 | David Phillips |
战略企划 | Charmari KariyakAranage |
剪辑师 | Tom Mannion |
广告公司制片 | Victoria Conners-Bell |
数字制片 | Joe Guario |
Managing Partner | Adrian Bosich |
导演 | Travis Hogg |
执行制片 | Martin Box |
执行制片 | Nick Venn |
制作设计师 | Jackson Dickie |
模型制作 | Nick Pledge |
Concept | Xavier Invine |
Electronic Engineer | Daniel Macnish |