Despite being Australia’s number one university and a highly respected institution around the world, there was limited awareness and understanding of the University of Melbourne’s research endeavor and global contribution. This was particularly true amongst the core audience of Melbourne business leaders, a group identified as being highly influential but largely disengaged with the University of Melbourne.
Our task was to make the research conducted at The University of Melbourne interesting and relevant enough to shift perceptions of the University from that of a teaching institution, to that of an establishment which has real global impact of which Melbourne should be truly proud.
Rather than focusing on a singular research project, we worked with University academics to identify a number of stories from multiple faculties, and brought them to life by turning Melbourne’s CBD into a free exhibition – Made possible by Melbourne.
Stories featured in the exhibition included research that will improve half the world’s diet, a way to turn any water into drinking water, the creation of robotic arms with a human touch, and breakthroughs in prenatal care that will save thousands of unborn lives – to name a few.
A fully integrated campaign centered around 14 specially designed exhibits accompanied by an audio tour which gave information on each research story narrated by the researchers. This was supported by static and digital adshels, tram and train media, highly targeted digital, social and cinema, all planned and bought by McCann. The campaign made the University’s research accessible in a way that had never been done before, connecting with our audience in a new and engaging way.