Public Transport Victoria is promoting the launch of all-night public transport on weekends with a campaign created by members of the public.
PTV armed 58 people with a camera and a myki transport ticket and sent them out for the night in Melbourne to explore, experience and document the city until the sun came up.
The nighttime explorers collected more than 100 hours of footage captured at restaurants, bars, clubs, live music and art events. The footage was used to create an integrated campaign, created by Y&R Melbourne, which is running across TV, digital, social, outdoor and radio platform, as well as incorporating activations.
The campaign aims to showcase the specific Night Network routes and will use geo-targeting to target commuters on public transport with the relevant content.
PTV general manager, marketing and digital Philip Askew said, “Getting everyday people to discover it for themselves allows us to showcase the Night Network product in a safe, fun and authentic way.”
Y&R Melbourne executive creative director Jake Barrow said, “You can’t fake the unbridled joy, energy and enthusiasm a night of discovery brings. We thought turning this campaign over to an army of inquisitive Melbournians was the best way to capture that weird and interesting world that lays waiting between midnight and 6am.”