Melbourne’s Moomba Festival is Australia’s largest free cultural festival – celebrating the unique culture of the world’s most liveable city. The event brings over a million people into the city over the Labor Day weekend.
Studio Binocular designed a refreshed and rejuvenated look and feel for the 2016 event. The campaign creative was then extended to an extensive, multi-channel list of deliverables. Of particular note were the website and mobile site, which were to be a central pillar in the marketing strategy. Driving traffic to the website was a suite of digital display ads.
Other key components included the festival map and schedule (both print and online versions), TVC animations, and the development of branding for the crowd favourite ‘Birdman Rally’. Outdoor and ambient media formed a large part of the materials for the Moomba site itself, with Studio Binocular delivering a wide range of banners, flags, fence meshes, billboards and other livery for the outdoor event infrastructure. Digital billboards and big screen TVs also displayed our animations to bring the event to life.