The University Of Melbourne - "Made Possible By Melbourne"

McCann Melbourne

McCann Melbourne Melbourne, Australia

Премии

17376

Бренд: The University Of Melbourne
Страна: Australia

Рекламодатель: The University Of Melbourne

Заголовок	Made Possible By Melbourne
Агентство	McCann Melbourne
Кампания	Made Possible By Melbourne
Рекламодатель	The University Of Melbourne
Бренд	The University Of Melbourne
Дата первой трансляции/Публикации	2016 / 10
Бизнес сектор	Колледжи, университеты и образовательные центры
История	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.
Проблема	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%.
Тип медиа	На открытом воздухе / вне дома
Длина	125 seconds
Продакшн Студия	AIRBAG
Главный креативный директор	Pat Baron
Исполнительный креативный директор	Matt Lawson
Копирайтер	Charles Baylis
Арт-директор	Caitlin Moloney
Арт-директор	Matt Lawson
Директор цифрового формата	Tony Prysten
Дизайнер	Dave Budd
Дизайнер	Guilherme Pocai De Almeida
Руководитель группы по работе с клиентом в цифровом формате	Sam Enshaw
Media Account Director	Emma Black
Директор рабочей группы клиента	Charles McDevitt
Специалист по работе с заказчиками	Emma Van Den Berg
Делопроизводитель	Meg Andrews
Делопроизводитель	Rob Patterson
Медиа директор	Jane Walshe
Социальный менеджер	Chris Baker
Директор по стратегическому планированию	David Phillips
Стратегический планировщик	Charmari KariyakAranage
Редактор	Tom Mannion
Продюсер агентства	Victoria Conners-Bell
Продюсер цифрового формата	Joe Guario
Управляющий партнер	Adrian Bosich
Директор	Travis Hogg
Исполнительный продюсер	Martin Box
Исполнительный продюсер	Nick Venn
Художник-постановщик	Jackson Dickie
Моделирование	Nick Pledge
Концепция	Xavier Invine
Electronic Engineer	Daniel Macnish