Let’s Melbourne Again
Various
Issue 58 | March 2021
Agency
Clemenger BBDO Melbourne
Creative Team
Creative Chairman: James McGrath Executive Creative Directors: Richard Williams, Ryan Fitzgerald Art Director: Casey Henderson Interactive Designer: Adam Hengstberger Head of Craft: Steve Leadbeater Designers: Juan Rodriguez, Madeleine Merzvinskis Traffic Manager: Karen Kushinsky
Production Team
Director, Exit Films: Glendyn Ivin Photographer: Lili Waters Filmmaker: Sherwin Akbarsadeh First Nations Photographer: Tiffany Garvie, Richard Kickbush Photographer/Video: Tovo Photographer: Cory White Filmmakers: Sky Davies, Tyeli Hannah, Abdul Yusuf, Nigel Karikari, Tom Campbell, Grantley Smith Photographer, The Kitchen: Alex Parker Photographers: Abigail Vamye, Amanda Fordyce Mural Artist, Jacky Winter Group: Beci Orpin Editor, Arc: Graeme Periera Music Composer, Level Two Music: Hayden Calnin Music Production: Level Two Music Sound House: Squeak E Clean Production Company: Exit Films Post Production: Arc Edit Voiceover: Briggs Executive Producer Production: Sonia von Bibra Senior Producer: Nicholas Short Interactive Producer: Samantha Scalise Senior Editor: Andy Packer Production Manager: Jess Chapman Production Co-ordinator: Kate Moreland Full-Stack Developer: Dan Napoleoni Digital Developer: Kevin Liew Print Studio Artist: Patrick Rivera Print Studio Retoucher: Mike McCall
Other Credits
CEO: Jim Gall Managing Director: Simon Lamplough Head of Project Management: Theresa White Senior Business Director: Jason Melhuish General Manager, Clemenger PR: Nick Zonnios Senior Business Director, Clemenger PR: Lauren Hunt Business Manager, Clemenger PR: Georgia Randall Content Strategist: Ruby Katelis Media Agencies: PHD & OMD
Date
October – December 2020
Background
Melbourne’s COVID-19 lockdown restrictions were some of the longest – and toughest – in the entire world. For a city that prided itself on its cultural cache, lockdown made it impossible to do all of the things that make Melbourne such an enjoyable place to live. As the end of lockdown was approaching, the challenge was to build back Melburnians’ confidence, and get them back out into the city, eating, drinking, shopping and kickstarting the ailing CBD economy.
Idea
The idea was to approach the city’s biggest businesses, brands, institutions and media owners to help.
In partnership ‘Let’s Melbourne Again’, was created, a collaboration between Melbourne’s creative and business community that served as an ode to all the things Melburnians could look forward to as the city emerged from the lockdown.
The campaign was launched on the day the state’s Premier announced the end of the city’s gruelling 15-week lockdown. But it didn’t stop there.
In addition to the paid media campaign, and media/PR coverage, they worked with each foundation business to create an act, event or special offer to bring Melburnians back into Melbourne.
These acts included Australia Post developing a bespoke Let’s Melbourne Again postmark and stamp, Origin Energy waving energy bills for CBD businesses, AAMI Insurance offering free parking into the city centre for an entire month, PWC offering free advice to Melbourne small business owners and entrepreneurs and Carlton Draught shouting the whole of Melbourne a beer, just to name a few.
Results
Their message beamed across Melbourne, with the OOH activity alone reaching 90.5% of 18-54 y/o Melburnians, and their TV activity reaching approx. 40% of the same demographic.
For every dollar invested, $6 of added value was received, thanks to the generosity of their media partners.
#LetsMelbourneAgain became a part of the city’s vernacular, with user-generated content flooding their social handles and owned channels. But perhaps most importantly, the city returned to life, safely, with a 74% increase in footfall over the campaign period.