Tony Prysten
Director de publicidad at Melbourne Advertising & Design Club
Melbourne, Australia
TítuloMade Possible By Melbourne
Campaña Made Possible By Melbourne
Anunciante The University Of Melbourne
Marca The University Of Melbourne
Fecha de primera difusión/publicación
Sector Empresarial Educacion superior, Escuelas
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%.
Medio Case Study
Responsable de la creación
Director ejecutivo de creación
Responsable de conceptos / redactor
Director artístico
Director artístico
Director Digital
Director de Cuentas Digital
Media Account Director
Director de cuentas
Responsable de cuentas de agencia
Ejecutivo de cuentas
Ejecutivo de cuentas
Director medios comunicación
Social Manager
Strategic Planning Director
Planificador estratégico
Productor de la agencia
Productor digital
Managing Partner
Productor ejecutivo
Productor ejecutivo
Jefe de decorados
Modelista /Maquestista
Responsable de conceptos
Electronic Engineer

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