來源：中國廣告雜志
市場調(diào)查中發(fā)現(xiàn)，墨爾本大學(xué)盡管是澳大利亞領(lǐng)先的大學(xué)，但其研究項目的知名度卻有限。為改變大眾對澳大利亞大學(xué)的認識，推動更多的大學(xué)投資，并幫助大學(xué)招聘到更多高水平的學(xué)生。
他們重新設(shè)計了墨爾本的媒體基礎(chǔ)設(shè)施，以發(fā)布該大學(xué)在新媒體上的研究，同時在城市免費區(qū)域張貼海報等，這些展品都有一個移動的音頻指南、在線地圖、免費自行車旅行和一個提供研究人員吃喝的自助餐廳，發(fā)布的兩周內(nèi)，內(nèi)容中心收到了1036,453個點擊量。此次展覽的客流量為320萬。最終，這次展覽增加了80%的商業(yè)研究咨詢，獲得價值數(shù)億美元的投資。
項目信息
品牌/廣告主
University of Melbourne Research
營銷機構(gòu)
Creative Agency 創(chuàng)意代理商
McCann Melbourne
參與者
獎項榮譽
2018
AWARD Awards
Branded Entertainment & Content | Experiential - Installation
Silver
2018
AWARD Awards
Promotion & Experiential | Best Use of Experiential Marketing In A Promotional Campaign
Gold
2018
AWARD Awards
Design | Weird And Wonderful
Gold
2018
ADFEST
Film Craft Lotus | Animation (In-Camera or Digital)
Finalist
2018
ADFEST
Design Lotus | Motion & Digital Design
Finalist
2018
ADFEST
Film Craft Lotus | Animation (In-Camera or Digital)
Bronze Lotus
2018
ADFEST
Effective Lotus | Effective Lotus - Campaign Success
Gold Lotus
2018
ADFEST
Effective Lotus | Campaign Success
Finalist
2017
Cannes Lions
Promo And Activationu4e28Use of Print or Outdoor
Silver
2017
Cannes Lions
Outdoor | Special?Build
Silver
2017
Cannes Lions
Media | Use of Outdoor
Bronze
2017
Cannes Lions
Media | Excellence in Media Execution
Bronze
2017
Cannes Lions
Outdoor | Ambient?Use?of?Digital?Technology
Silver
2017
Cannes Lions
Non-commercial Exhibitions & Experiences
Bronze
2017
LIA
Design | Installations/Displays
Bronze
2017
LIA
Integration | Multi-platform
Bronze
2017
LIA
Ambient | Public Service/Social Welfare
Silver
2017
LIA
Branded Entertainment | Experiential/Live Events
Silver
2017
LIA
The NEW | Experiential
Silver
2017
NYF Advertising Awards
Commercial & Profesional Public Service
Second Prize
2017
ADFEST
Media Lotus | Best Use Of Outdoor & Transit
Silver Lotus
2017
ADFEST
Media Lotus | Best Integrated Media Campaign
Silver Lotus
2017
ADFEST
Promo Lotus | Best Integrated Promo Campaign
Gold Lotus
2017
ADFEST
Direct Lotus | Best Integrated Direct Campaign
Gold Lotus
2017
ADFEST
Media Lotus | Best Use Of Events
Silver Lotus
2017
AD STARS
Mobile | Product & Service | Corporate /Institution
Bronze
2017
AD STARS
Promotion | Product & Service | Corporate |Institution
Gold
2017
AD STARS
Direct | Integrated campaign led by direct marketing
Silver
2017
AD STARS
Outdoor | Ambient (Non standard and Free-format outdoor advertising) | Live Advertising and Events
Bronze
2017
AD STARS
Design | Product & Service | Corporate /Institution
Silver
2017
AD STARS
Outdoor | Ambient | Interactive Outdoor Experience
Silver
2017
AD STARS
Direct | Product & Service | Corporate /Institution
Silver
2017
AD STARS
Outdoor | Product & Service | Corporate /Institution
Bronze
2017
AD STARS
Media | Use of Media | Use of mobile devices
Silver
2017
AD STARS
Mobile | Mobile websites
Crystal
2017
AD STARS
Media | Integrated Media Campaign
Grand Prix
2017
AD STARS
Promotion | Use of Promo & Activation | Use of exhibitions and installations
Silver
2017
AD STARS
Mobile | Mobile websites
Crystal
2017
AD STARS
Media | Use of Media | Use of special events and stunt/live advertising
Bronze
2017
AD STARS
Direct | Use of direct marketing | Ambient media
Silver
2017
AD STARS
Outdoor | Ambient (Non standard and Free-format outdoor advertising) | Special build
Gold
2017
AD STARS
Outdoor | Outdoor Craft | Art direction
Silver
2017
AD STARS
Media | Product & Service | Corporate /Institution
Silver
2017
AD STARS
Outdoor | Ambient (Non standard and Free-format outdoor advertising) | Transit
Bronze
2017
Spikes Asia
Media | Use Of Outdoor
Gold Spike
2017
Spikes Asia
Direct | Use of Ambient Media: Large Scale
Bronze Spike
2017
Spikes Asia
Direct | Integrated Campaign Led by Direct
Bronze Spike
2017
Spikes Asia
Outdoor | Ambient Use of Digital Technology
Silver Spike
2017
Spikes Asia
Design | Spatial Brand Installation & Experience
Bronze Spike
2017
Spikes Asia
Design | Trade Stands / Exhibitions
Bronze Spike
2017
Spikes Asia
Outdoor | Use of Adapted Billboards / Posters
Silver Spike
2017
Spikes Asia
Outdoor | Integrated Campaign Led by Outdoor
Silver Spike
2017
Spikes Asia
Promo & Activation | Use of Print or Outdoor
Bronze Spike
2017
Spikes Asia
Promo & Activation | Integrated Campaign led by Promo & Activation
Bronze Spike
2017
Spikes Asia
Radio | Use of Radio & Audio as a Medium
Bronze Spike
2017
Spikes Asia
Media | Public Sector
Grand Prix
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