Melbourne Cup Carnival Content
Melbourne Cup Content

The Brief:

Victoria Racing Club wanted to show off the colour and culture of the Melbourne Cup Carnival in its entirety, letting potential customers know what they’re missing out on in real time. We were asked to strategically define the audience segments that could be targeted with content relevant to their individual interests, and convince them to make a ticket purchase. 

The Idea:

For Melbourne Cup 2018 we created a mixture of beautiful and engaging/funny content videos showcasing all the different pillars of Flemington during Carnival week. As well as shooting everything lifestyle – food promotion content, fashion and style and general carnival atmosphere – our content also leveraged crowd interaction and competition, using the Stories channel as an outlet for more ‘in the moment’ content. 

What We Did:

The 4day event leverages most of the TOFU team onsite, while coordinating the skills of external talent and skillsets, to ensure footage can be used across big screens and online, as little as two hours later. The event is a mammoth operation and one the flagship events for the TOFU team. 

A wide range of content ideas were strategically planned in advance, requiring multiple film crews to collect the necessary audio and visual pickups to a very tight schedule. The clockwork project meant we didn’t miss a beat, and had a huge wealth content to deliver as social posts the very same day. 

Creative Strategy 
Design 
Production  
Photography 
Video 
Digital and Social Media

The results: 

We earned over a million views of our content with over 40% of people watching 10 seconds or more (an increase of 50% o 2017 content) and we sent over 12k clicks through to Ticketek (for last minute acquisition / ticket sales). We saw large positive increases in all major metrics on 2017 which shows that the quality and implementation of the project increased this year.

Melbourne Cup Carnival Content

Melbourne Cup Carnival Content

Brief:

Victoria Racing Club wanted to show off the colour and culture of the Melbourne Cup Carnival in its entirety, letting potential customers know what they’re missing out on in real time. We were asked to strategically define the audience segments that could be targeted with content relevant to their individual interests, and convince them to make a ticket purchase. 

Idea:

For Melbourne Cup 2018 we created a mixture of beautiful and engaging/funny content videos showcasing all the different pillars of Flemington during Carnival week. As well as shooting everything lifestyle – food promotion content, fashion and style and general carnival atmosphere – our content also leveraged crowd interaction and competition, using the Stories channel as an outlet for more ‘in the moment’ content. 

We did:

The 4day event leverages most of the TOFU team onsite, while coordinating the skills of external talent and skillsets, to ensure footage can be used across big screens and online, as little as two hours later. The event is a mammoth operation and one the flagship events for the TOFU team. 

A wide range of content ideas were strategically planned in advance, requiring multiple film crews to collect the necessary audio and visual pickups to a very tight schedule. The clockwork project meant we didn’t miss a beat, and had a huge wealth content to deliver as social posts the very same day. 

Creative Strategy 
Design 
Production  
Photography 
Video 
Digital and Social Media

The results:

We earned over a million views of our content with over 40% of people watching 10 seconds or more (an increase of 50% o 2017 content) and we sent over 12k clicks through to Ticketek (for last minute acquisition / ticket sales). We saw large positive increases in all major metrics on 2017 which shows that the quality and implementation of the project increased this year.