To leverage a key partnership asset, creating a historic event that drives brand awareness for Bank of Melbourne and celebrates the partnership with the MCG. It was also imperative to increase awareness of the purpose of the Bank of Melbourne Neighbourhood Fund and provide a donation towards it.
Using the hallowed MCG turf as the key driver, we provided a unique opportunity for Victorians to experience the MCG by creating a spectacular open air cinema. With no money allocated to advertising the event, we worked with current MCG partners and utilised social media channels to build awareness of the event and promote ticket sales.
With the assistance of an established ticketing agent and international film providers, Willett Marketing were able to provide 2,000 people with the chance to watch two Hollywood feature films on the hallowed turf - Million Dollar Arm and The Martian. VIP guests were treated to the best seats in the house to go with their bean bag, chocolate bar and underground car park; whilst Bank of Melbourne customers and MCC members were provided with high quality pre-movie dining experiences.
Through collaborating with partners and creating strong awareness via integrated social and digital promotions, the event gained a great deal of earned media and buy in from both corporates and the public. Over 85% of tickets were sold, with the event receiving amazing traction on social media, including the hashtag trending fourth in Australia on the Friday night’s event. The event featured across a myriad of channels, including (but not limited to) the Herald Sun, Timeout Melbourne, Ticketek, Fox FM, Channel 9 evening news and Channel 7 evening news. The event met its dual objectives of raising awareness of, and donations for, the Bank of Melbourne Neighbourhood Fund.