Tourism & Events Queensland wanted to increase consideration of The Whitsundays amongst 'social fun seekeers'; digitally savvy consumers that socialise substantially online.
The Whitsundays was losing its cachets as an aspirational holiday location.
Shift perceptions and re-build the Whitsunday's social currency as a world-class destination.
We knew movies rated high on the list of our target's interests and, with incredible beaches, seaplanes, yachts and glamorous locations, the Whitsundays is the perfect setting for a movie.
So we invited Australians to write it:
The Whitsundays.
A movie that's waiting to be written.
We enlisted world-renowned screenwriter Craig Pearce as Script Supervisor. Then for 20 days we posted daily storyboard image on Facebook and Instagram, inviting the public to write scenes for a chance to win a $10,000 luxury holiday.
The campaign launched with a trailer, radio and online advertising.
We reacted to the storyline as it developed, selecting and treating images according to the previous winning scene.
Each scene written and shared became a compelling "ad" for the Whitsundays.
Together, a hollywood screenwriter and the Australian public had created the world's first crowd-sourced movie storyboard and a story universe with millions of possible permutations.
A 60 second promotional movie trailer played on TV, online as pre rolls and via Facebook, to promote the movie that was waiting to be written to our movie-loving target audience, and encourage them to enter.
Shots posted on Facebook and Instagram every day inspired thousands of entries. We reacted to the storyline as it developed in real time, selecting and treating the next image according to the day's winning scene.
We enlisted the help of craig Pearce as script supervisor, who was tasked with choosing the winner each day to ensure the story flowed properly, and providing daily writing tips tp encourage people to take part.
Live reads from NOVA presenters reflected the ever-evolving story of Jake in real time, and encourage people to get involved to shape the story themselves.
Download Board