To promote all-night public transport on weekends with the Night Network, Public Transport Victoria (PTV) sent 58 members of the public for one night in Melbourne.
Armed with a camera and a myki ticket, their task was to explore, experience and document just how much there is to discover until the sun comes up.
Over 100 hours of footage was captured as these night time explorers found cultural events, restaurants, bars, clubs, live music, art – even a busking bunny rabbit – with the help of public transport and PTV.
These discoveries have been turned into an integrated campaign with the help of and Y&R Melbourne.
Over 40 different edits ranging from six to 60 seconds will feature across digital, social and TV. Executions reveal different experiences on specific Night Network routes, and geo-targeting will serve them to commuters on the relevant lines.
Local musician Ecca Vandal keeps the content Melbourne-centric by providing her latest single to the campaign, which also includes outdoor, radio and activations.
Philip Askew, general manager of marketing and digital at 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.”
Y&R Melbourne executive creative director Jake Barrow said: “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.”
Further campaign activity will roll out in the coming months as Melbourne’s calendar of events continues to give Victorians even more reasons to explore the night.
General manager of marketing and digital: Philip Askew
Marketing manager, products: Jess Wickham
Marketing coordinator, products: Laura Barbante
Creative: 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