Introduction

This case study highlights the successful execution of a brand installation by Visit Melbourne at Jio World Drive Mall in Mumbai’s BKC.

The installation utilized an anamorphic art concept, featuring 200 high-resolution images of Melbourne that created an illusion of a bowler and batsman when viewed from different angles.

The case study focuses on the objectives, installation design, contest engagement, celebrity presence, press coverage, and a top-notch lunch catered by MasterChef Australia’s Sarah Todd.

Objectives

• Promote Melbourne as a vibrant tourist destination among the Mumbai audience for the upcoming T20 world cup, particularly the India-Pakistan match at MCG in October 2023.
• Generate excitement and engagement through an innovative and visually captivating art installation.
• Encourage social media participation and user-generated content through a selfie contest.
• Increase brand visibility and awareness for Visit Melbourne.
• Leverage the presence of cricketer Rishabh Pant to attract attention.

Installation Design

• The anamorphic art installation featured a compilation of 200 high-resolution images of Melbourne, strategically arranged to create a stunning optical illusion.
• When viewed from one angle, the installation appeared as a bowler bowling, while from another angle, it transformed into a batsman.
• The use of vibrant colors and high-quality graphics aimed to captivate the attention of mall visitors and spark curiosity.

Contest Engagement

To encourage audience participation, a contest was launched alongside the installation. Visitors were invited to come closer, find their favorite spot within the artwork, take a selfie, and share it on social media using a designated hashtag.

Participants stood a chance to win a free trip to Melbourne, further incentivizing engagement and generating user-generated content.

Celebrity Presence

• The unveiling of the brand installation was graced by Mr. Brendon McClements and Ms. Shae Keenan from Visit Melbourne, adding credibility to the event.
• The presence of Indian cricketer Rishabh Pant, the Indian Wicket-Keeper, added a celebrity element and generated excitement among attendees.

Press Coverage

The event garnered significant media attention with print and electronic press representatives in attendance.

The brand installation, celebrity presence, and unique concept of the event attracted media coverage, providing Visit Melbourne with valuable exposure across various platforms.

The PR for the launch was managed entirely by our clients Lintas LIVE.

Top-Notch Lunch Catering

Following the unveiling and press interactions, attendees were treated to a top-of-the-line lunch experience catered by Sarah Todd, renowned for her participation in MasterChef Australia.

The delectable spread showcased Australian flavors and added a luxurious touch to the event, leaving a lasting impression on attendees.

Conclusion

The Visit Melbourne brand installation at Jio World Drive Mall in Mumbai successfully captured the attention of the audience and achieved its objectives of promoting Melbourne as a tourist destination.

The innovative use of anamorphic art created a visually captivating experience, while the selfie contest encouraged active audience participation and generated user-generated content.

The presence of cricketer Rishabh Pant and the involvement of Visit Melbourne representatives added credibility and excitement to the event, attracting press coverage from both print and electronic media.

The top-notch lunch catered by Sarah Todd further elevated the overall experience, leaving a lasting impression on attendees. The brand installation served as an effective marketing tool, creating buzz, and raising awareness about Melbourne as a must-visit destination among the Mumbai audience.