Public Transport Victoria Recruits The Public To ‘Explore The Night’ Via Y&R Melbourne

Public Transport Victoria Recruits The Public To ‘Explore The Night’ Via Y&R Melbourne
Matt Bishop
By Matt Bishop



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.

CREDITS

Client: PTV

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

Music supervision: Level 2 and Mushroom Group

 




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