Listen to me.

When we were tasked with the unnerving job of re-branding a successful Friday night at one of Melbourne’s most well-known party hotspots Tramp, the task that stood before us seemed monstrous. Enter the Panic Club video and marketing campaign.

Nobody was going out in the city on a Friday night anymore. Everyone was finishing up their working week, having a few bevy’s at their local pub, and heading home to the burbs. Moreover, every club in Melbourne all looked the same. The same filters on the same photos, with the same DJs and the same promotions, with the same colours and the same people at the same places. Yawn.

Tramp has always had a history of being a little left of centre. If it’s taboo, Tramp is the one place that will do it. The more taboo, the better. But don’t get us wrong, taboo doesn’t mean tits and ass on a flyer. In fact, the Melbourne underground wonderland still wears it’s motto ‘it’s a little bit fancy’ with pride – and class comes before crass.

Panic Club needed to be just that – classy. But it had to be left of field, different, new, something that wasn’t being done before.

We started with a promotional video that told the story of regular people, all heading to the city. We used Hitchcock faces in a repeated motion, with the backdrop of what was to come – a techno inspired night at an all-too familiar location, that was transforming in to something unfamiliar. It positioned Tramp as a venue that wasn’t just about it’s amazing DJs and the Melbourne underground sound movement that the club has helped pioneer over the last decade, but it positioned Tramp as a club that was all about it’s patrons and the people too.

“Your Time Has Come” – This was a phrase we used to underpin the campaign and it was more than just the slogan of Panic Club – It was the message for a new generation of Tramp.

Nobody was going out in the city, so what you saw was exactly that – everyday people, heading to the city. *Ding*. There were no DJs. There was no hype. There was no false promises of ‘the best night ever’. Aside from big festival-sized events or large scale day-parties and special occasions, no club was using video to promote their nights.

This was all new. And the campaign worked.

After one single Facebook status and a video link, within 24 hours the teaser had 35,000 views, and in just three days it was nearing 50,000 views and counting. The Panic Club Facebook page hit 5,000 likes within the week, and people wanted more… they didn’t know what it was, but the answer was right in front of them the whole time. 

And the bar was set – no pun intended. Two weeks later we released the follow up video, which gave our viewers a much bigger picture. It continued the story, and started with the first video’s very last frame, and continued it’s journey from the city skyline, down in to the streets and ending deep in the underground labyrinth that everyone knows and loves – Tramp.

With over 70,000 views collectively over the campaign, THIS was how you launched a night. All of the sudden, every bar and venue in town followed suit, trying to play catch ups to what was to become the new way of marketing a venue. So we went one better, and every week we released a highly polished video to promote the weeks entertainment at Panic Club. Each video came jammed packed with everything that made the first video so intriguing. They were different. They were unique. And they were awesome. Scroll down to see what the fuss was about.

Panic Club Launch Teaser 1

Panic Club Launch Teaser 2