To strengthen the success of Melbourne Music Bank in its previous two years, using leveraging activities to increase awareness and recognition. In a bid to find Melbourne’s next big musical act, Bank of Melbourne wanted to expand reach to regional Victoria through targeted content and activations.
Willett Marketing developed an integrated leverage plan that included targeted on-ground activities, unique experiences for entrants, and curated online content that aimed to increase awareness and entries. This included a range of activations in Melbourne CBD and regional Victoria.
Phase 1 of the competition saw collateral, including guitar strings and coasters, plastered around venues in Melbourne and regional Victoria, including universities, bars, and Bank of Melbourne sponsored band nights. Regional artists were also given the opportunity to record their songs at local recording studios in order to enter the competition. In Phase 2, the Top 12 finalists were given the opportunity to re-record their entry with sound technicians and producers from the Arts Centre Melbourne’s own studios, with a photographer provided to capture the day. A concert in the Arts Centre forecourt gave the artists an opportunity to reach an audience of over 300 as live voting occurred via iPads. Lastly, the Top 4 performed in a unique final on the stage of the State Theatre. Artists were encouraged to head down to their local Bank of Melbourne branch to promote their place in the competition throughout the wider communities, and were provided with social media support to promote voting.
At its conclusion, the competition had received 329 song entries, 61 of these hailing from regional Victoria, with over 80 regional and metro venues reached. The Top 12 finalists received almost 10,000 votes from the general public over the four week voting period. The finalists reached thousands of people through their use of social media, uploading over 200 Facebook posts using #melbmusicbank. The intimate final event was held at the iconic State Theatre with over 150 attendees.