Metro Trains has moved to answer all the questions a novice race goer may have ahead of this weekend’s Melbourne Spring Racing festivities.
Every year during the racing season thousands of glammed up gals and peacocking males descend on Melbourne’s train network for a ride to Flemington. For many, heading to the races is once-a-year event.
To answer any questions these green race-attendees may have, Metro and McCann Melbourne have created a satirical take on the tabloid style form-guide.
Called the Uninformed Guide, it offers tips on taking the perfect selfie, tells men to keep their shirts on and has a guide to clapping etiquette.
The humorous guide also offers tongue-in cheek explanations of the often wacky horse names.
For example: “Wordplay (5) i don’t want to be a neigh-sayer, but i’ve heard you’re pasture prime.”
And: “Eclair Big Bang (6) it’s old man has an awesome nose and can hear pudding.”
The guide is available for Derby and Cup day and appears as a four page insert in today’s MX and will be available at station platforms on race days.
McCann has also created a website for the Uninformed Guide which will also be promoted through social media.
Chloe Alsop, marketing manager Metro Trains, said: "We're always looking for ways to improve the big event experience for our customers. The Uniformed Guide is designed to deliver some sensible advice in a tongue in cheek way, that keeps revelers smiling on their journey to the track."
John Mescall, executive creative director, McCann Melbourne added: “I know nothing about horse racing, so this campaign really speaks to me. And I'm sure the tens of thousands of other people who try to become instant experts at this time of the year will also appreciate it.”
Credits: Client: Metro Trains Metro Trains Marketing Manager: Chloe Alsop Creative Agency: McCann Melbourne Executive Creative Director: John Mescall Creative Director: Pat Baron Art Director: Scott Hall Writer: Shabbadu (Chris Taylor) Designer: Matt Brown Digital Producer: Pauline McMillan Group Account Director: Adrian Mills Senior Account Director: Alec Hussain Account Executive: Lachlan Wittick