The University of Melbourne Outdoor, Case study Made Possible By Melbourne [presentation image] by McCann Erickson Melbourne

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Made Possible By Melbourne [presentation image]

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Industry Education
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Australia
Agency McCann Erickson Melbourne
Chief Creative Officer Pat Baron
Art Director Caity Moloney
Copywriter Charles Baylis
Production Airbag Productions
Director Travis Hogg
Released October 2016


Cannes Lions 2017
Outdoor Ambient: Special Build Silver Lion
Outdoor Digital Outdoor: Ambient Use of Digital Technology Silver Lion
Promo And Activation Use of Promo: Mediums: Use of Print or Outdoor Silver Lion
Design Brand Environment & Experience Design: Non-commercial Exhibitions & Experiences Bronze Lion
Media Channels: Use of Outdoor Bronze Lion
Media Excellence in Media: Excellence in Media Execution Bronze Lion

Credits & Description

Title: Made Possible By Melbourne
Agency: Mccann Melbourne
Brand: University Of Melbourne
Country: Australia
Advertising Agency: Mccann Melbourne
Production Company: Airbag Productions, Melbourne
Chief Creative Officer: Pat Baron (Mccann Melbourne)
Copywriter: Charles Baylis (Mccann Melbourne)
Account Manager: Rob Patterson (Mccann Melbourne)
Strategic Planning Director: David Phillips (Mccann Melbourne)
Strategic Planner: Charmari Kariyakaranage (Mccann Melbourne)
Agency Producer: Victoria Conners (Mccann Melbourne)
Head Of Digital: Tony Prysten (Mccann Melbourne)
Editor: Oliver Knocker (Mccann Melbourne)
Editor: Tom Mannion (Mccann Melbourne)
Art Director: Caity Moloney (Mccann Melbourne)
Head Of Social: Chris Baker (Mccann Melbourne)
Group Account Director: Charlie Mcdevitt (Mccann Melbourne)
Account Manager: Meg Andrews (Mccann Melbourne)
Media Planning Director: Jane Walshe (Mccann Melbourne)
Media Planning Manager: Emma Black (Mccann Melbourne)
Media Planning Manager: Sam Enshaw (Mccann Melbourne)
Digital Producer: Joe Guario (Mccann Melbourne)
Digital Designer: Guilherme Pocai De Almeida (Mccann Melbourne)
Director: Travis Hogg (Airbag Productions)
Production Designer: Jackson Dickie (Airbag Productions)
Executive Producer: Martin Box (Airbag Productions)
Film Producer: Nick Venn (Airbag Productions)
Managing Partner: Adrian Bosich (Airbag Productions)
Model Maker: Nick Pledge (Airbag Productions)
Account Director: Emma Van Den Berg (Mccann Melbourne)
Art Director: Matt Lawson (Mccann Melbourne)
Senior Designer: Dave Budd (Mccann Melbourne)
Electronic Engineer: Daniel Macnish (Airbag Productions)
Electronic Engineer: Ben Boniface (Airbag Productions)
Concept Artist: Xavier Irvine (Airbag Productions)
During the month long exhibition, Made Possible By Melbourne met every measurable objective in raising awareness of the University’s research projects. The campaign reached 44 million, globally, through PR. The exhibition was featured in 22 international media outlets. The content hub received over 1,036,453 hits within 2 weeks of launch. Estimated foot traffic through the exhibition was 3.2 million.In a tracking study 1 in 3 Melbournians said the campaign changed their opinions of the University, enhancing their understanding of the importance of research and its economic and societal impacts. Ultimately, this exhibition led to an 80% increase in commercial research enquiries, worth hundreds of millions of dollars in investment.Made Possible By Melbourne is now being used as a touring exhibition across Australia, and has become an ongoing publishing platform for the University’s research stories.
Made Possible By Melbourne was a month-long event that promoted the work of University of Melbourne by turning the entire city into an interactive exhibition of their world-changing research.Usually, this research is published in academic journals. For the first time, people were invited to tour and interact with these stories first hand. Made Possible By Melbourne made research a topic people actively wanted to go and see. This promotion not only helped bring the University’s research to life, but also raised funds by activating the public to make contributions to its research projects.
To promote the University’s research we had to make it more than something people simply read about. We needed to make it relevant and interactive to motivate people to find out more about or donate to. To target an audience of affluent, university educated, 20-60 year olds including alumni, commercial research partners and employers we used a medium we knew they would be open to – an exhibition. Through a 6-month consultation period we selected research content to create exhibits that would be interesting and relevant to this audience. Targeted media buys made sure the exhibits were placed directly in front of high potential investment areas with relevant research stories. Transit takeovers reached commuters on their way to and from work, and Supersites around the city ensured the campaign was unmissable. A call-to-action on exhibits would work to activate our audience to go online and donate.
Running for one month, the promotion transformed the existing advertising infrastructure in Melbourne’s CBD into an interactive exhibition.First, special builds turned outdoor advertising sites into interactive exhibits. Each story was selected to demonstrate the University’s research endeavor and place it in front of a relevant audience. For example, a story about breakthroughs in prenatal drugs was placed outside the city’s leading pharmaceutical office. A mobile site used GPS to direct our audience to nearby exhibits, and then streamed audio content, providing a guide to the work spoken by the researchers themselves.A transit takeover provided a free exhibition shuttle, designed to move people seamlessly through the citywide exhibition.An activation provided a pop up cafeteria with research people could eat and drink. Supporting outdoor, social and digital communications also raised awareness of the exhibition. A call-to-action on each exhibit drove people online to donate.
Campaign Description:
Made Possible By Melbourne transformed an entire city into a free exhibition, promoting the University of Melbourne’s world-changing research. By building interactive exhibits in poster sites we took research that is usually published in academic journals, and promoted it to the people that would invest in it. Not only did the event itself drive participation but each exhibit was interactive – from a nervous system that lights up when you touch it, to a medical implant you could move with your mind. These exhibits were accompanied by a digital audio guide, virtual map, free cycling tour and a pop-up cafeteria offering research people could eat and drink, creating an event that enabled people to get hands on with the research.By highlighting the contribution the research projects made towards global welfare the campaign activated people to discover and donate to further research projects.
Despite being Australia’s leading university, market research identified a limited awareness of the University of Melbourne’s research projects. We had to change the perception of the University within Australia, to establish it as a centre of world-changing research. This would help drive more investment and also recruit higher quality students. Our 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 by 10% of Melbourne.A secondary objective was to drive 30% of the target audience to take action as a result of seeing the campaign in a way that influenced others to get involved through research enquiries, social shares or direct contributions.