PTV and Mushroom Group activates ‘Melbourne’s Longest Ever Encore’ via Y&R Melbourne

Popular Melbourne band Pierce Brothers have performed ‘Melbourne’s Longest Ever Encore’, playing all over the city until 4:30 AM in a campaign via Y&R Melbourne.

To demonstrate how all-night public transport on weekends can connect you to locations across Melbourne until the early hours, the band caught the Night Network from venue to venue.

The encore kicked off with a sold-out show at Sooki Lounge before heading to some of Melbourne’s most iconic music destinations, with a few special performances on trams and trains along the way.

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Y&R Melbourne created the activation as part of PTV’s ongoing ‘Explore the Night’ campaign, and filmed the event to create content that will appear across social media.

Says Philip Askew, general manager, marketing and digital, PTV: “It’s great to be able to build on the ‘Explore the Night’ campaign and showcase how fun, safe and easy it is to get around Melbourne on the Night Network.”

Says James Wills, creative director, Y&R Melbourne: “Melbourne is the home of live music in Australia and it’s the city that comes alive after midnight. ‘Melbourne’s Longest Ever Encore’ brought all of that together, and it was all possible thanks to the Night Network.”

Client: PTV

Artist: Jack Pierce