Visit Victoria
White Night Melbourne

The challenge

Visit Victoria needed us to attract half a million people into Melbourne's CBD in a single 12-hour period, considering how this would impact traffic flow through the city's ephemeral labyrinth of illumination on the night.

We tend to assign more value to something if we understand the effort that's gone into the creation of it.

Behavioural insight  |  The Effort Bias

The solution

White Night came to life through a brand new website and a multi-channelled, highly targeted campaign. While the event as a whole had universal appeal, the diverse range of activities allowed us to tailor the narrative through behavioural oriented segmentation. Messaging was seeded over five distinct phases, using behind-the-scenes storytelling to build excitement and tiered content to translate the creative from videos to tweets to articles.

The results

White Night Melbourne 2016 was the most successful on record. Contributing factors included the tailored promotion of the emotion, 12 hours straight of community management and the highlights reel that was published and distributed to news outlets within minutes of the event finishing.


total reach
average frequency
unique pieces of content
Instagram community growth
  • Recognition

  • Content Marketing Vic State Winner in AMI Awards for Marketing Excellence in 2016 and 2017.