Clemenger BBDO Melbourne has worked with Tourism Victoria to launch its latest destination campaign, Play Melbourne Live,
entirely through Twitter's new live video streaming platform,
Periscope. The campaign will let people visit Melbourne in real time via
an authentic, immersive 'go before you go' experience.
Following
on from the success of the ground-breaking, award-winning Remote
Control Tourist, the new Play Melbourne Live games are another world
first. The games use a ball embedded with a smartphone, designed to be
passed around by Melburnians while streaming live footage of the city
via Periscope.
Tourism Victoria has turned the city of Melbourne into a giant playing
field. The people of Melbourne are its' players and the rules of the
game are to keep the ball moving through Melbourne's eclectic
streetscapes, engaging with interesting people and capturing the city's
stories.
Play Melbourne Live will roll out a series of games
throughout December and January, hosted by local Melbourne Periscope
star, Adam Cinemre. He will take viewers behind the scenes at some of
Melbourne's most iconic and unusual landmarks, including exclusive
access to the Andy Warhol/Ai Weiwei exhibition at the NGV and The
Australian Open.
As Periscope is a two-way platform, it will let
the audience ask questions in real time and help guide the game play
towards where, who and what they would like to see in Melbourne. The
reactions of Melburnians as they pass the ball around and share their
unscripted, candid insights into the world's most liveable city will
make Play Melbourne Live another landmark Tourism Victoria campaign.
This
is the final phase of Tourism Victoria's five-year Play Melbourne
campaign, which has helped evolve Melbourne into the country's most
popular city break destination providing compelling new reasons for
locals and tourists to re-engage with the city.
Nick Foa,
Tourism Victoria's Chief Executive Officer, said the campaign is
reflective of the city's reputation as a creative leader and early
adopter of new technologies.
"Melbourne's creativity and
innovation is equal to the great cities of the world. This can be
witnessed through its people, places, neighbourhoods and events."
"The
Play Melbourne concept seeks to overcome Australia's perception of
over-familiarity with Melbourne by challenging curiosity, while at the
same time providing global audiences with a taste of the cultural and
creative heartbeat of the city," said Foa.
The Play Melbourne
Live ball contains a Periscope/video enabled phone and is housed inside a
sustainable and light cork structure, designed by the
coincidentally-named, Studio Periscope. An open-source template for the
ball is freely available online, allowing other cities across the globe
to join Melbourne's game.
Clemenger BBDO Melbourne Interactive
Creative Director Ben Keenan says the ball has effectively been given an
Access All Areas pass: "Periscope gives us a nimble way to show
people anywhere in the world some of the most interesting, hidden and
normally restricted areas in Melbourne."
"The ball itself is a
work of art and creates intrigue amongst all who see it - not unlike
Melbourne itself. Play Melbourne Live is a first for the tourism
industry and we're so excited for Tourism Victoria," he said.
To view the campaign, download the Periscope app and follow @Melbourne and visit playmelbourne.com.au
Agency: Clemenger BBDO, Melbourne
Creative Chairman: James McGrath
Executive Creative Director: Ant Keogh
Interactive Creative Directors: Ben Keenan and Chris Jovanov
Senior Digital Producer: Nathan VanderByl
Executive TV Producer: Sonia von Bibra
Senior TV Producer: Lisa Moro
Group Account Director: Jonathan Pangu
Senior Account Director: Paige Prettyman
Account Manager: Rebecca Orlandi
Strategic Planners: Matt Kingston and Sam Hodgson
Digital Design: Jess Ramsey
Studio Periscope
Industrial Designers: Lisa Oaten and Robert Sim
Group Manager Brand Strategy & Advertising: Nicole Bradley
Manager, Melbourne Marketing: Charles Deuchrass
Manager, Advertising & Media Services: Fiona Ive