|Título||Made 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%.|
|Responsable de la creación||Pat Baron|
|Director ejecutivo de creación||Matt Lawson|
|Responsable de conceptos / redactor||Charles Baylis|
|Director artístico||Caity Moloney|
|Director artístico||Matt Lawson|
|Director Digital||Tony Prysten|
|Diseñador||Guilherme Pocai De Almeida|
|Director de Cuentas Digital||Sam Enshaw|
|Media Account Director||Emma Black|
|Director de cuentas||Charles McDevitt|
|Responsable de cuentas de agencia||Emma Van Den Berg|
|Ejecutivo de cuentas||Meg Andrews|
|Ejecutivo de cuentas||Rob Patterson|
|Director medios comunicación||Jane Walshe|
|Social Manager||Chris Baker|
|Strategic Planning Director||David Phillips|
|Planificador estratégico||Charmari KariyakAranage|
|Productor de la agencia||Victoria Conners-Bell|
|Productor digital||Joe Guario|
|Managing Partner||Adrian Bosich|
|Productor ejecutivo||Martin Box|
|Productor ejecutivo||Nick Venn|
|Jefe de decorados||Jackson Dickie|
|Modelista /Maquestista||Nick Pledge|
|Responsable de conceptos||Xavier Invine|
|Electronic Engineer||Daniel Macnish|
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