How we turned an entire city into a free exhibition by featuring world-changing research.
Despite being Australia’s number one university and a highly respected institution globally. The University of Melbourne needed to shift perceptions from that of a teaching establishment to that of an institution which has real global impact.
Made Possible By Melbourne was awarded the EFFIE APAC Grand Prix.2018 ‘Best in Show’ at the APAC Effie’s.
Turning a city into a free exhibition.
The solution was to turn an entire city into a free exhibition by featuring world-changing research re-imagined in 14 traditional outdoor media panels and brought to life with a mobile audio guide.
Mobile audio guide.
This finding was particularly evident for the University’s core audience of Melbourne’s business leaders and investors (known to the University as the ‘Esteem’ audience), a group identified as being highly influential but largely disengaged. They had little understanding of the institution’s research output, rather they see the University as a teaching institution only.
The Made Possible by Melbourne campaign sought to find a way to make the research conducted at the University of Melbourne interesting and relevant to our different audiences. It needed to be differentiated, cut through and be easy to engage, so as to shift perceptions of the University from that of a teaching establishment to that of an institution which has real global impact, happening right here in Melbourne.
The campaign ran through the month of November 2016, through special build OOH and static OOH sites, digital and social media, on the city’s transit media (tram and train) and as pop-up activations. It also lived on as an online exhibition featuring the 14 hero stories as well as many other research initiatives happening at the University of Melbourne. During the month-long campaign, Made Possible by Melbourne outperformed every measurable objective set, shifting the perception of the University from being just a teaching institution to a centre of world-changing research.