Cinema at the ’G 2017



Brief

Brief

Drive brand awareness for Bank of Melbourne, celebrate its partnership with the MCG, and raise funds for the Bank of Melbourne’s Neighbourhood Fund, all while evolving a highly successful 2016 event.

Strategy

Strategy

Give Victorians the opportunity to experience a beloved Victorian landmark in a truly unique way by creating a first-class open air cinema on the hallowed turf of the MCG.

Execution

Execution

With the assistance of an established ticketing agent and international film providers, Willett Marketing provided audiences the chance to watch two Oscar-nominated feature films in very comfortable surroundings on the middle of the MCG. A range of pre-film options were provided, including interactive photography experiences, social media competitions, and the chance to see your face on the scoreboard.

Results

Results

Tickets for both nights sold out, and the event received great traction on earned and social media. Uptake of the various interactive social media activities was high, and feedback from those in attendance was overwhelmingly positive. More funds than expected were raised for the Neighbourhood Fund, meaning that – aside from having a great time –those in attendance were also making a difference to their communities.