The University Of Melbourne - "Made Possible By Melbourne"

McCann Melbourne

McCann Melbourne Melbourne, Australia

Premios

17384

Marca: The University Of Melbourne
País: Australia

Anunciante: The University Of Melbourne

Título	Made Possible By Melbourne
Agencia	McCann Melbourne
Campaña	Made Possible By Melbourne
Anunciante	The University Of Melbourne
Marca	The University Of Melbourne
Fecha de primera difusión/publicación	2016 / 10
Sector Empresarial	Educacion superior, Escuelas
Sinopsis	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	Exterior
Duración	125 seconds
Productora	AIRBAG
Responsable de la creación	Pat Baron
Director ejecutivo de creación	Matt Lawson
Responsable de conceptos / redactor	Charles Baylis
Director artístico	Caitlin Moloney
Director artístico	Matt Lawson
Director Digital	Tony Prysten
Diseñador	Dave Budd
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
Montador	Tom Mannion
Productor de la agencia	Victoria Conners-Bell
Productor digital	Joe Guario
Managing Partner	Adrian Bosich
Realizador	Travis Hogg
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