So, what’s really the problem?
We identified a gap with how our target audience is being engaged with; they're not the types who are initially motivated by 'let's get out there and explore this weekend' type messages, but they do appreciate that our parks exist and are taken care of. We developed an idea that could bring them to emotionally reconnect with these places and with Parks Victoria as an organisation. Audience Engagement Strategy
We have employed the use of Dot Connector Studio's “networked hub” engagement model with the objective to encourage a long-term emotional connection between the target market and the Yarra Ranges National Park region, and to garner community support for Parks Victoria. This model suits projects that build user talk and action over time – appropriate for a sustainable brand perception campaign. The intention behind Voices of The Wild is to invite the community to begin to see Parks Victoria as guardians of these special places. |
The Creative Concept
Use narrative driven 360 video and 3D audio to help Parks Victoria share parks that are atmospheric, unique, and a bit harder to reach than more popular destinations. Voices of The Wild: Yarra Ranges National Park shares an emotive story from the perspective of the forest, in the voice of a young girl. A Total Campaign
The 360 video is to be posted on Facebook for optimum sharing and viewing. Our engagement metrics include: Likes, heart reacts, views, click-throughs to the Parks Victoria website, and comments or friend tags. And, it doesn't just end with the video! The 'soft' and emotive video takes viewers to a landing page featuring 'harder' and more informative stories and external resources, such as films, documentaries, photography, and related events, put together specifically the campaign as a part of the Parks Victoria website |
The Larger Picture
We envision this project taking place within a larger community focused Parks Victoria campaign, in light of the need for a stronger focus on fostering community support. The 360 video could be placed alongside other story formats such as photography, long form, traditional video, website and printed materials, featuring both hard and soft stories. |
Connecting to Current Stories
The Voices of The Wild campaign was developed to take into consideration what Parks Victoria has done in the past, what they're doing now, and what they will do in the future. Our project has also been developed to run alongside the overarching ‘Healthy Parks Healthy People’ Parks Victoria campaign. |