Brand experience agency Graffiti has collaborated with Tourism Midwest Victoria to launch Ballarat’s new ‘Brilliantly Unexpected’ brand positioning.
As part of the activation, shoppers in Melbourne Central were greeted with The Unexpect-o-matic – an oversized machine serving up an out-of-the-ordinary encounter with Ballarat at the touch of a big, tactile button.
The Unexpect-o-matic generates random itineraries featuring unexpected combinations of things to see and do, eat and drink, giving Melburnians a new perspective on Ballarat. The activation also included surprise live entertainment moments, best-of-Ballarat prize bundles, exclusive discounts on every curated itinerary and on-the-spot weekend getaway prizes in partnership with Time Out.
Graffiti GM Vivienne Collins said unexpectedness is an exciting springboard for live activation; the perfect opportunity to create a unique experience that’s all about surprise and delight.
"With The Unexpect-o-matic, we put the best of Victoria’s third largest city in one fun and fantastical machine, stepped back and watched Melburnians play," she said.
Tourism Midwest Victoria chair John Pandazopoulos said Graffiti got right to the heart of the new brand and what makes Ballarat truly unique.
"The activation brought the region’s distinct personality to life in a truly memorable way, with a big, bold and playful experience you just couldn’t walk by," he said.
Credits:
Laurel Davis – Senior Creative, Graffiti
Hannah Avent – Account Director, Graffiti
Mia Curtis – Production, Graffiti
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.