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Category

Award

MELBOURNE REMOTE CONTROL TOURIST

Grand Prix

Case Film

Presentation Board

ClientTOURISM VICTORIA
ProductMELBOURNE REMOTE CONTROL TOURIST
EntrantCLEMENGER BBDO MELBOURNE, AUSTRALIA
Type of EntryProduct/Service
CategoryConsumer Services
TitleMELBOURNE REMOTE CONTROL TOURIST
Product/ServiceMELBOURNE REMOTE CONTROL TOURIST
Entrant Company : CLEMENGER BBDO MELBOURNE, AUSTRALIA
Advertising Agency : CLEMENGER BBDO MELBOURNE, AUSTRALIA
Media Agency : MITCHELL & PARTNERS Melbourne, AUSTRALIA
Production Company : TOOL OF NORTH AMERICA Santa Monica, USA
Credits
Name Company Position
James McGrath Clemenger BBDO Melbourne Creative Chairman
Ant Keogh Clemenger BBDO Melbourne Executive Creative Director
Julian Schreiber Clemenger BBDO Melbourne Creative Director
Tom Martin Clemenger BBDO Melbourne Creative Director
Luke Thompson Clemenger BBDO Melbourne Senior Creative
Clark Edwards Clemenger BBDO Melbourne Senior Creative
Simon Lamplough Clemenger BBDO Melbourne Client Service Director
Brett Williams Clemenger BBDO Melbourne Group Account Director
Pete Hutchison Clemenger BBDO Melbourne Digital Technologist
Louise Sergent Clemenger BBDO Melbourne Senior Digital Producer
Matt Kingston Clemenger BBDO Melbourne Senior Planner
Sonia von Bibra Clemenger BBDO Melbourne Executive Producer
Ben Birchall Clemenger BBDO Melbourne Social Director
Nathan Rogers Clemenger BBDO Melbourne Social Lead
Jason Zada Tool Of North America Director
Corey Esse Exit Films Managing Director/Executive Producer
Leigh Harry Tourism Victoria Chief Executive Officer
Dorana Wirne Tourism Victoria General Manager/Destination/Product Marketing
Nicole Bradley Tourism Victoria Group Manager/Brand Strategy and Advertising
Dylan Reed Tourism Victoria Manager Melbourne Marketing

Describe the brief from the client:

The brief stemmed from Melbourne's uniqueness – it's unlike other Australian destinations. Instead of landmarks and beaches, it's a patchwork of hundreds of little experiences. These take time to discover. The objective was to find a means of letting people explore this depth first hand. Melbourne has a history of producing successful television advertising campaigns. The aim was to move on from this. Any idea had to be a new way of showing off the city – that also still reinforced Melbourne's position as the cultural capital of Australia. Our target was cultural opinion leaders domestically and new visitors internationally.

Creative Execution:

The execution was something that a city tourist board had never attempted – allowing people to see a city as it really is, live and interactive for 5 days straight. And since Melbourne is about the hundreds of small hidden things – cafes, pop ups, shops and galleries - this idea allowed us to truly let people explore, spend time and get a feel of the city, before they got on a plane. Melbourne is also constantly changing cultural landscape, so this idea allowed us to be reactive on a minute-by-minute basis, uncovering new things as our audience driven travel stories unfolded.

Describe the creative solution to the brief/objective.

For five days, we created a real-time live streaming web experience – a virtual window on the city. Part TV show, part interactive video, we seamlessly combined Googlemaps, live stream, Twitter, Facebook, Instagram and Foursquare to totally immerse viewers into the urban environment. Our Remote Control Tourists became the eyes and ears of our audience. With cameras and GPS they performed almost 3000 direct requests from users – everything from tasting tacos to trying on dresses. We even facilitated a successful marriage proposal. The ultimate campaign objective - to build the World's first crowdsourced city guide.

Describe the results in as much detail as possible.

In just five days over our We generated over 43 million social media impressions and were seen by estimated global audience of 150 million people. We had users from 158 countries and 3888 cities interact with us directly. Our Tourists themselves carried out almost 3000 unique requests for users – everything from trying on dresses to tasting tacos. We even facilitated a successful marriage proposal. We also trended nationally on Twitter, with positive sentiment toward Melbourne rising to 96%.