Clemenger BBDO Melbourne and Tourism Victoria have launched Remote Control Tourist, an innovative interactive campaign allowing people anywhere in the world to control real-life tourists on the streets of Melbourne. For the first time, potential tourists will be able to virtually explore the city before they visit.
View clips from the first day’s stream, here.
Clemenger BBDO Melbourne partnered with Tool/North America and Exit Films to bring the concept to life. The digital teams of Tool and Clemenger have worked together to harness a host of proprietary technologies for the project, including a custom GPS tracking system, a data-scraping strategy and innovative social media software for real-time monitoring.
There will be four tourists on the ground in Melbourne, equipped with live streaming cameras and bikes. Through the Remote Control Tourist website, members of the public can literally tell the Remote Control Tourists where to go and what to do. It could be anything: heading to the MCG, drinking coffee, checking out a designer store or sampling one of Melbourne’s restaurants.
Remote Control Tourist combines powerful live mobile streaming video technology, social media and bespoke maps, allowing people to control the Tourists through Facebook and Twitter. Remote Control Tourist will create the ultimate city guide for anyone wanting to visit Melbourne.
Tourism Victoria Chief Executive Leigh Harry says this campaign continues to push the creative boundaries and build on the innovative work of the long-running ‘Jigsaw’ campaign.
“The campaign is a ground-breaking digital initiative that will engage potential tourists with all Melbourne has to offer. Remote Control Tourist is a world first – no other tourism destination has anything like it,” Mr Harry said.
Clemenger BBDO Melbourne Creative Director Julian Schreiber says the campaign has challenged the agency and the client.
“It’s both thrilling and admittedly a little terrifying, to invite the public to control a person as they explore the city. But now with the tech available, what better way to let people discover for themselves the kind of experience you can have in Melbourne?” he said.
Directed by Jason Zada (the director behind the much-lauded Take This Lollipop), the online experience has been produced and built by Exit Films Melbourne and Tool of North America. The campaign visuals were designed by Australian artists Craig & Karl.
- Remote Control Tourist is live from midday until 8pm AEST from Wednesday 9th October until Sunday 13th October.
- The Remote Control Tourists will be able to visit locations in the Melbourne CBD and surrounding suburbs.
- Two Remote Control Tourists will be on at any time – there will be two live streams for users to watch and direct.
- Outdoor, digital and print media in Sydney and Brisbane will support the campaign.
- Visit www.remotecontroltourist.com and tell them where to go.
Client: Tourism Victoria
Agency: BBDO Clemenger
Production Company: Tool/Exit Films
Director: Jason Zada
Bicoastal Tool is an award-winning production company, representing top live-action directors and interactive directors for advertising projects. From funny… visually engaging… and/or interactive, Tool’s diverse roster of unique talent creates unforgettable commercial and digital content across all platforms.
Exit Films is an independent directors’ collective that has become one of the most awarded producers of advertising, television commercials, content and music videos in Australia and New Zealand.