A bid to lift awareness of the Victorian startup ecosystem.
In a bid to lift awareness and perception of the Victorian startup ecosystem, a LaunchVic campaign starring the state’s successful startups goes live this week, developed by Ogilvy Melbourne.
The campaign highlights Victoria’s culture of innovation, backed by business founders, investors and talent. Using the tagline 'Startups Start Here', the campaign shows that Victoria is a hub for startups because of the state’s creative and collaborative culture.
Ogilvy Melbourne managing director, Gavin MacMillan, said: “Victoria is brimming with existing success stories and constantly inspiring new ones, so we developed a communciations platform to both showcase them, and prove that Victoria is where startups start.
"People building business thrive when others buy into their stories, and examples of success give them confidence in the risks they’re taking. When they succeed, their stories become the story of the entire ecosystem,” he explained.
Ogilvy Melbourne executive creative director, Hilary Badger, said: “In Victoria right now, hundreds of unique success stories are being written.
"Inspired by the place, its culture and community, future business founders are scribbling their ideas on napkins on the number 8 tram, closing in on capital for their next venture in Cremorne, and toiling away on their Agtech idea from the kitchen table, inspired by people and land of regional Victoria.
"And these startups thrive in Victoria because the people and the place foster them. So it was important the team’s creative approach showcased these success stories, while using a visual device that created sense of interconnectedness and community.”
The campaign is the first executed by Ogilvy since winning the work last year. LaunchVic is a government agency which fuels the growth of Victoria’s startup ecosystem.
LaunchVic CEO, Dr Kate Cornick, said: “The 'Startups Start Here' campaign is about putting the State’s most exciting companies on a pedestal and showing how the people and the place have backed them to be where they are today.
"Victoria is doing an amazing job producing globally competitive companies, but not enough people know. Startup founders shaping the future of Victoria should be revered – much like our sports stars – so they can inspire the next generation of entrepreneurs from all across our State.”
It will run across digital channels including YouTube, social, plus OOH from April 1 through to the end of June, targeting people already within the startup ecosystem, and those that support them. It will also use targeted media placements to call out the geographical birthplace of some of Victoria's successful startups.
Credits:
Creative Agency – Ogilvy Melbourne
Group Creative Directors – Josh Murrel & Sharon Condy
Art Director – Omar Fawahl
Copywriter – Isabel Gomes
Producer – Maria Browski
Director – Stefan Raab
Print production – Brendan Hanrahan
Senior Project Manager – Jacqueline Daniel
Senior Account Director – Jess McColl
Senior Account Manager – Molly Debenham
Media Agency – OMD
Client – LaunchVic
CEO - Kate Cornick
GM Comms & Marketing - Kate Gittings
Marketing Campaign Manager - Mark Knobel
