Akcelo and Melbourne Racing Club’s ‘Hearts Will Race’ platform delivered the goods
The Melbourne Racing Club’s (MRC) ‘Hearts Will Race’ campaign from Akcelo was a bonafide success for the club.
Entering the market in September, the campaign leveraged a full-scale style overhaul, along with a new tagline and logo, to revitalise the MRC’s main event.
At the same time, it resulted in two TVCs that encapsulated the energy, passion and sense of community of the MRC’s Caulfield Cup Carnival into the memorable phrase, “Bahh-Boom!”
The sound was used across out-of-home, BVOD, digital, free-to-air and radio channels in an effort to reach a broad audience, while bolstering brand awareness and uplifting attendance.
“Working collaboratively with MRC, we’ve built a new foundation that will drive long-term growth,” said Akcelo Melbourne’s managing partner, Jon Kenyon.
“Our Hearts Will Race campaign taps into the thrill of the Caulfield Cup Carnival, creating an emotional connection that resonates across all touchpoints, from general admission to premium experiences,”
Akcelo’s group creative director, Louise McQuat, said: “The creative challenge was to bottle the excitement of the event into a memorable, ownable platform. ‘Bahh-Boom’ is more than just a sound; it’s a brand expression that can grow with the event, ensuring continued engagement for years to come.”
It worked – the club saw general admission attendance on the day jump by 13%, and a 10% jump for general admission attendance spanning the multi-day event.
“MRC is committed to creating an inclusive atmosphere where everyone can experience the thrill of the sport up close,” explained executive director – marketing, membership and customer at MRC, Ashley Curnow.
“Our boutique offering ensures that every guest enjoys stunning views of the track, whether in general admission, the Members’ Reserve, or a premium marquee. Hearts Will Race perfectly reinforces the brand’s position, and Akcelo has delivered it in a fresh and compelling way.”
Thanks to the uplift in attendee numbers and ticket sales, the ‘Hearts Will Race’ platform is expected to offer a solid foundation for future campaign initiatives.
Credits
Client – Melbourne Racing Club
Executive Director – Marketing, Membership & Customer: Ashley Curnow
Head of Marketing: Ellen Queay
Marketing & Content Manager: Ebony Ross
Creative Director: Nic Lehman
Creative Agency – Akcelo
Managing Partner: Jon Kenyon
Brand Strategy Partner: Simon McCrudden
Strategy: Ben Thomas
Senior Account Director: Lucy West
Group Creative Director: Louise McQuat
Creative Team: Andy Segal & Chris Hince
Head Producer: Stephanie Ciccaldi
Producer: Kelly Saueracker
Graphic Designer: Mitash Patel
CEO: Aden Hepburn
Media Agency – Half Dome
Client Solutions Director: Jade Rooney
Client Solutions Manager: Nicole Dipierdomenico
Associate Activation Manager: Natalie Blazevski
Production – Poppet
EP: Nat Taylor
Director: Pete Moore
Editor: Joe Morris
Producer: Jess Junor
DOP: Max Walter
Audio – Rumble
Sound Engineer: Liam Annert
Sound Producer: Bec Ivanov
Colourist
Marty Gilchrist
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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