Melbourne Writers' Festival Print WI-FICTION by J. Walter Thompson Melbourne


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Industry Shows, Events & Festivals
Media Print, Magazine & Newspaper
Market Australia
Agency J. Walter Thompson Melbourne
Executive Creative Director Richard Muntz
Copywriter Deborah Frenkel, Jim Ritchie
Released August 2011

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
Agency: JWT
Executive Creative Director: Richard Muntz (JWT Melbourne)
Creative Director: Jim Ritchie (JWT Melbourne)
Copywriter: Jim Ritchie (JWT Melbourne)
Copywriter: Deborah Frenkel (JWT Melbourne)
Account Director: Prue Tehan (JWT Melbourne)
Account Manager: James Wright (JWT Melbourne)
Account Manager: Melissa Benavides (JWT Melbourne)
Planner: Anuj Mehra (JWT Melbourne)
Marketing Manager: Juliette Kringas (Melbourne Writers Festival)
Media placement: Digital (Wi-Fi Enabled Devices) - Wi-Fi Pop Up Windows - 26/8/2011

Describe the objective of the promotion.
The Melbourne Writers Festival struggled to counter its traditional literary image of being stuffy and academic. We needed to re-engage our core audience of young, ambitious professionals (25-40) in a fresh, unexpected way.

Describe how the promotion developed from concept to implementation.
Conceived to bring the Festival theme ‘Stories Unbound’ to life, ‘Wi-Fiction’ was generated by a custom-designed set of Wi-Fi routers (‘Router Writer’), which we programmed to usurp the ‘available networks’ window of any mobile device used nearby. A system of prefixes was designed to ensure that Router Writer’s networks would appear at the top of this pop-up window, and remain locked in order. In readiness for broadcast, over 20 short, humorous stories were written, and programmed twice daily into the Router Writer during the Festival.

Explain why the method of promotion was most relevant to the product or service.
Wi-Fiction took advantage of the fact that Melbourne Writers Festival was held in Federation Square, Australia’s biggest free Wi-Fi hot spot. By usurping the ‘available networks’ window that automatically appears when a mobile device connects to the web, and filling this window with unexpected stories, Wi-Fiction quite literally brought the Festival theme, ‘Stories Unbound,’ to life. In this way, it dramatised the product offering – a Festival that was neither stuffy nor academic, but rather contemporary, provocative and surprising.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Over 65,000 people in Federation Square were exposed to over 20 different Wi-Fiction stories. Significantly, a 37% increase in ticket sales (compared with 2010) was recorded during the time Wi-Fiction was live. More generally, the Festival experienced near-capacity attendances, with over 45,000 tickets sold in total, and general awareness of the Festival as a literary event rose to 61% (up from 52% the previous year).