Ballarat was very famous in the 1850s. It is one of Australian state, Victoria’s, oldest cities and was a gold mine (figuratively and literally) during the Gold Rush. It became known through the world then. But it’s no longer famous. And it has been an unlikely destination for decades – even unlikely in its home state.

Now the city in midwest Victoria is staking its claim as being Brilliantly Unexpected in a Victorian campaign by brand experience agency, Graffiti. And amping up Ballarat curiosity in Melbourne Central was a surprise for shoppers and commuters, The Unexpect-o-matic – a larger-than-life activation that brought the best of Ballarat to the heart of the city.

The campaign reminded Victorians that Ballarat is filled with unexpected and out of the box experiences, just like The Unexpect-o-matic.

At the touch of a big, tactile button, The Unexpect-o-matic generated random itineraries featuring unexpected combinations of things to see and do, eat and drink, giving Melburnians a vibrant new perspective on Ballarat. The activation also included surprise live entertainment moments, best-of-Ballarat prize bundles, exclusive discounts on every curated itinerary and on-the-spot weekend getaway prizes in partnership with Time Out.

Graffiti general manager Vivienne Collins, stated, “We were thrilled to help Ballarat launch their new ‘Brilliantly Unexpected’ brand positioning. ‘Unexpectedness’ is an exciting springboard for live activation; the perfect opportunity to create a unique experience that’s all about surprise and delight. With The Unexpect-o-matic, we put the best of Victoria’s third largest city in one fun and fantastical machine, stepped back and watched Melburnians play.”

Tourism Midwest Victoria chair Hon. John Pandazopoulos, added, “Graffiti got right to the heart of the new brand and what makes Ballarat truly unique. The activation brought the region’s distinct personality to life in a truly memorable way, with a big, bold and playful experience you just couldn’t walk by.”