Melbourne’s Metro train system runs an incredibly efficient network, running on time 98.5% of the time, but most Melburnian’s didn’t believe it.

We decided to partner with the Fringe Festival to prove it to them, by creating the ‘Metro Performance Performances’ - immersive theatre shows that relied on a reliable service.

Working with the Fringe Festival, 3 immersive theatre shows were created. Each show was performed live on carriages and platforms across Melbourne’s CBD. The timing of the whole performance (ie: when the actors would enter and leave the scene, through to the delivery of the dialogue) were timed based on the service running to schedule. If there was a delay, the whole performance would be thrown into jeopardy.

Each show had its own specific trailer and poster which were placed in train stations and on social media. Communication also directed travellers to which platform they needed to be at if they wanted to experience the unique theater performance.

To further amplify the message, influencers were invited to the shows to share their experience with their followers. And the shows were reviewed by theater critics in local press and on blogs.