The University Of Melbourne - "Made Possible By Melbourne"

McCann Melbourne

McCann Melbourne Melbourne, Australia

Ödüller

17382

Marka: The University Of Melbourne
Ülke: Australia

Reklamcı: The University Of Melbourne

Başlık	Made Possible By Melbourne
Haftanın	McCann Melbourne
Kampanya	Made Possible By Melbourne
Reklamcı	The University Of Melbourne
Marka	The University Of Melbourne
İlk Yayınlanma Tarihi	2016 / 10
Sektör	Colleges, Universities & Education Centers
hikaye	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.
Sorun	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%.
Medya Türü	Outdoor/Out of Home
Süre	125 seconds
Prodüksiyon Şirketi	AIRBAG
Yaratıcı Ajans Başkanı	Pat Baron
Yaratıcı Yönetmen	Matt Lawson
Reklam Yazarı	Charles Baylis
Sanat Yönetmeni	Caitlin Moloney
Sanat Yönetmeni	Matt Lawson
Digital Director	Tony Prysten
Tasarımcı	Dave Budd
Tasarımcı	Guilherme Pocai De Almeida
Digital Account Director	Sam Enshaw
Media Account Director	Emma Black
Müşteri Direktörü	Charles McDevitt
Müşteri Temsilcisi	Emma Van Den Berg
Müşteri Temsilcisi	Meg Andrews
Müşteri Temsilcisi	Rob Patterson
Medya Direktörü	Jane Walshe
Social Manager	Chris Baker
Strateji Planlama Direktörü	David Phillips
Strateji Planlamacı	Charmari KariyakAranage
Editör	Tom Mannion
Ajans Prodüktörü	Victoria Conners-Bell
Digital Producer	Joe Guario
Managing Partner	Adrian Bosich
Yönetmen	Travis Hogg
Prodüksiyon Sorumlusu	Martin Box
Prodüksiyon Sorumlusu	Nick Venn
Prodüktör	Jackson Dickie
Model Tasarımı	Nick Pledge
Konsept	Xavier Invine
Electronic Engineer	Daniel Macnish