Tony Prysten
Werbeleiter at Melbourne Advertising & Design Club
Melbourne, Australien
TitelMade Possible By Melbourne
Agentur
Kampagne Made Possible By Melbourne
Werbende The University Of Melbourne
Marke The University Of Melbourne
Datum der ersten Ausstrahlung/Veröffentlichung
Geschäftsbereich Universitäten und Berufschulen
Story  
 
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.
Problem 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%.
Medientyp Außenwerbung
Länge
Produktionsfirma
Chief Creative Officer
Executive Creative Director
Texter
Art Director
Art Director
Direktor Digital
Designer
Designer
Digital Account Director
Media Account Director
Etatdirektor
Kundenbetreuer
Account Executive
Account Executive
Media Director
Social Manager
Direktor Strategische Planung
Strategieplaner
Cutter
Agency Producer
Produzent Digital
Geschäftsführender Teilhaber
Regisseur
Executive Producer
Executive Producer
Produktionsdesigner
Modellbauer
Konzept
Electronic Engineer

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