Public Transport Victoria invites riders to explore Melbourne’s nightlife
Public Transport Victoria has launched a campaign created by Y&R Melbourne showcasing the city’s attractions accessible on their all night weekend transport services.
58 members of the public were given cameras and a Myki ticket to explore and document their travels around Melbourne during a night with the results being used for over 40 different edits.
These edits, ranging from 6 to 60 seconds, were used in an integrated campaign across digital, social and TV with geo-targeting serving specific digital content to commuters on the relevant lines.
Melbourne musician Ecca Vandal maintained the local theme with her latest single providing backing to the outdoor, radio and activation components of the campaign.
Philip Askew, General Manager, Marketing and Digital, PTV said: “PTV and the Night Network enables you to experience everything this vibrant, 24-7 city has to offer. Getting everyday people to discover it for themselves allows us to showcase the Night Network product in a safe, fun and authentic way.”
Jake Barrow, ECD, Y&R Melbourne, added: “You can’t fake the unbridled joy, energy and enthusiasm a night of discovery brings. We thought turning this campaign over to an army of inquisitive Melbournians was the best way to capture that weird and interesting world that lays waiting between midnight and 6am.”
The campaign will be updated in coming months around Melbourne’s calendar of nighttime events.
Credits;
- Client: PTV
- General Manager, Marketing and Digital: Philip Askew
- Marketing Manager, Products: Jess Wickham
- Marketing Coordinator, Products: Laura Barbante
- Creative Agency: Y&R Melbourne
- Chief Creative Officer: Paul Nagy
- Executive Creative Director: Jake Barrow
- Creative Director: James Wills
- Designer: Simon Gray
- Executive Producer: Sheridan Wadelton
- Producers: Jules Callen and Emma King
- Production Coordinator: Annie Thiele
- Planning Director: Michael Hyde
- Senior Planner: Alex Horner
- Group Account Director: Matthew Hunt
- Account Director: Sarah Naumoski
- Account Executive: Thom Wilson
- Editor: Jon Holmes
- Music Supervision: Level 2 and Mushroom Group
