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WI-FICTION

基本信息
行业: 文化、娱乐与运动
媒体:网络
投放:澳大利亚
风格: Minimalism
说明cnen
Results and Effectiveness
Over 65,000 people in Federation Square were exposed to over 20 different Wi-Fiction stories during the Festival period. Significantly, a 37% increase in ticket sales (compared with 2010) was recorded during the time Wi-Fiction was live. More generally, the Festival experienced near-capacity attendances, with over 45,000 tickets sold in total, and general awareness of the Festival as a literary event rose to 61% (up from 52% the previous year).

Creative Execution
Wi-Fiction created a whole new media channel, and a totally new genre of storytelling, by utilising ‘available networks’ pop-up windows on Wi-Fi-enabled mobile devices. A mysterious box containing a set of Wi-Fi routers was placed within Federation Square – Melbourne’s cultural epicentre and Australia’s biggest free Wi-Fi hotspot. When anyone nearby used their mobile device to connect to the web, they saw that the list of network names had seemingly conspired to create a short and humorous story – one of over 20 written for the campaign, each bringing to life the Festival theme, ‘Stories Unbound.’ Special characters prefixed each line, keeping them locked in order at the top of the user’s pop-up window. With Festival booths just metres away, users could then purchase tickets basically on the spot.

Insights, Strategy and the Idea
The Melbourne Writers Festival struggled to counter its traditional literary image of being stuffy and academic. Plenty of otherwise culturally-engaged Melbournians assumed the Festival had nothing to offer them. They perceived it as less the ‘Melbourne Writers Festival’ and more the ‘Melbourne Wankers Festival,’ rehashing tired writing and stale ideas for the ‘latte-drinking classes.’ To redress this balance and boost attendance, we needed to show our core audience of young, ambitious professionals (25-40) that the Festival was actually unexpectedly contemporary. How? By speaking to them in an unexpected and contemporary way.
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奖项
戛纳国际创意节 2012
铜奖 媒介应用
Best Use of Mobile Devices
D&AD 2012
黄铅笔 手机营销
Mobile Campaigns & Mobile Advertising
D&AD 2012
黄铅笔 手机营销
Writing for Mobile Marketing
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