Website & Microsites

The Shortlist
CAMPAIGN
Taking the Gloss off Tourism Marketing with the Remote Control Tourist
AGENCY
Clemenger BBDO Melbourne
CLIENT
Tourism Victoria
BRAND
Melbourne
DETAILS
CAMPAIGN SUMMARY
Destination marketing in Australia could colloquially be described as ‘Tourism porn’. ‘Tourism porn’ is a rose-tinted visualisation of a destination: beautiful people, impossibly gorgeous landscapes, sumptuous food, and the sandiest sandy beaches imaginable. However, this wasn’t always the case. In a highly rational category twenty years ago, Tourism Victoria embraced a more emotive communications platform. This fresh approach successfully positioned Melbourne (Victoria’s capital city) as a romantic cultural hub with hidden laneways, foodie hang-outs and multicultural diversity. But with success came imitators. And a style that was once unique became more and more clichéd and generic. Not only was the category’s communication becoming clichéd, it had also failed to change with the times. The information age had given people unlimited access to the ‘real story’ online through peer review websites. Yet seemingly nobody had rethought how to engage people in this new world of consumer control and influence. The ‘Melbourne Remote Control Tourist’ campaign embraced this change, and invited people to discover the real Melbourne themselves. No soft focus, no scripting, no retakes. The campaign got the world talking, with people from 3,888 cities taking part and over 150 million media impressions earned, at a conservative value of $3.7 million.
CAMPAIGN
How Google Search brought hope to 1.4 billion people
AGENCY
Ogilvy & Mather
CLIENT
Google India
BRAND
Google Search
DETAILS
CAMPAIGN SUMMARY

More people search, more money Google makes. But search was not increasing in proportion to the growth in internet users. Investigating why, revealed that Google search was primarily seen as a directory of links to other websites. It was not seen as providing direct answers to queries. Most of the consumers information needs were precise or local and required on the go: movie/ airline schedules, cricket scores, restaurants, etc. for which they used numerous dedicated apps on their mobile phone. ‘Google search’ could provide the same direct answers more conveniently. But people were not familiar with the search features that made this possible. So we had to create mass awareness for Google Search capabilities. Inspire them to explore the possibilities by making the connection between real life and Google magical! The result: Google Reunion A moving story of two friends separated by the 1947 Indo-Pak partition, reunited with help from Google search! Did it work? Campaign went viral: 1 million views in 30 hours! Campaign has over 15 million views on YouTube 38% increase in awareness for new search features 44% increase in desire to use Google search 21% sustained increase in search volumes Incremental revenues recovered campaign investment in just 17days!
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters