Нестандартная реклама "Stories from the street", бренд: Melbourne Writers Festival, агентство: JWT Melbourne
Название: Stories from the street
Агентство: JWT Melbourne
Рекламодатель: Melbourne Writers Festival
Бренд: Melbourne Writers Festival
Страна: Австралия
Сектор бизнеса: Фестивали и выставки
Год выхода: 2011
Вид рекламы: Нестандартная реклама
| Name | Company | Position |
| Richard Muntz | JWT Melbourne | Executive Creative Director |
| Keith Nicolas | JWT Melbourne | Deputy Creative Director |
| Hannah Smit | JWT Melbourne | Creative |
| Scott Glennon | JWT Melbourne | Creative |
| Prue Tehan | JWT Melbourne | Account Supervisor |
| Melissa Benavides | JWT Melbourne | Account Manager |
| Anuj Mehra | JWT Melbourne | Planner |
| Miryana Velyanovski | JWT Melbourne | Agency Producer |
| Juliette Kringas | Melbourne Writers Festival | Marketing Manager |
| Digital House | Production Company |
Describe the brief from the client: The challenge faced was the perception that Melbourne Writers Festival is an academic, dull and boring gathering for writers only. We were tasked with creating anticipation for the Melbourne Writers Festival by romancing the power of the written word to attract the festival`s core target audience of young, ambitious professionals aged between 25-40.
Describe how the promotion developed from concept to implementation: Every summer the Melbourne Writers Festival consumes the city with over 40,000 people wandering through the CBD between venues. We saw a perfect opportunity to take the festival to the streets with an interactive book that brings the theme "STORIES FROM EVERY ANGLE" to life.
Describe the success of the promotion with both client and consumer including some quantifiable results: As a result of the Stories From Every Angle campaign, the festival enjoyed an attendance increase of over 50,000 people and pre-sales that rose from $11,000 in 2009, to $110,000 in 2010.
Explain why the method of promotion was most relevant to the product or service: By creating an interactive book, festival goers could immerse themselves in the very essence of the festival as they travelled between venues, uncovering hidden stories, reinforcing the campaign idea "Stories From Every Angle".
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