Tequila crowned the winner for second consecutive showcase
Tequila’s ‘The Order of Coopers’ has been declared the winner of the Creative Showcase 5.2, Australia’s best free online award for creativity in digital advertising. Leo Burnett picked up second place for its work on Subaru’s ‘Subaru XV Rescue’ campaign and Holler rounded out the awards securing third place for its ‘Ted the Lab’ work. The winners, who were chosen by a panel of esteemed industry judges and announced at the Creative Showcase lunch in Sydney yesterday, will be showcased at www.creativeshowcase.net.au.
The bi-monthly Creative Showcase series accepts entries for work completed in the two months prior to close of judging for each round. The winners of each round’s Creative Showcase gain automatic entry into the 2011 IAB Awards “Best of Creative Showcase” awards.
Mike Zeederberg, MD of Zuni and Chair of Judges for Creative Showcase said "This round has been one for the blokes, with beer and fast cars coming out on top. The winning campaigns were multi-dimensional leveraging a range of digital executions with great creativity."
Tequila’s ‘The order of Coopers’ aimed to bring a not-so-secret society of beer drinkers and home brewers to the modern age. The online community features forums, information on label makers and tips on brewing. Tequila also created an interactive family tree bringing the Coopers family story to life based on true stories. Over 185,000 people visited the site in just six months without any mainstream media support.
The judges were very impressed with the campaign with one saying: “A thoroughly engaging site and experience. Everything has been thought of here and excellently produced. This campaign is a cracking piece.”
To launch the new Subaru Impreza XV, second place winner Leo Burnett created an emergency rescue service, dedicated to saving people from boredom. Users submitted cries for help through the site and told the team why they needed to be rescued. The best responses were chosen and the XV Rescue team was then despatched to rescue them for real. During the six week campaign more than 20,000 unique browsers visited the site with over 1,000 cries for help received, and over 3,000 people sought an online diagnosis.
Third place winner Holler designed an interactive campaign for Tooheys Extra Dry that focused on the two brand pillars of music and collaboration to drive brand affinity. As part of the campaign, Tooheys Extra Dry offered one Australian band, Danimals the opportunity of a lifetime: to collaborate with some of the world’s greatest musicians to create a song for TED’s next TV commercial in New York at ‘The Lab’.
The Creative Showcase competition is free and easy to enter – entrants simply register and submit the campaign online at www.creativeshowcase.net.au
5:2 Creative Showcase Winners
Winner: Tequila for ‘The Order of Coopers’ – Coopers Brewery
Second Place: Leo Burnett for ‘Subaru XV Rescue’ – Subaru
Third Place: Holler for ‘Ted the Lab’ – Tooheys Extra Dry
About the Interactive Advertising Bureau
The Interactive Advertising Bureau (IAB) is the peak trade association for online advertising in Australia. As one of over 25 IAB offices globally, and with a rapidly growing membership, IAB Australia’s principal objective is to increase the share of advertising and marketing dollars that interactive media captures in the marketplace.
Officially launched in October 2005 by Australia’s six major online publishers - News Digital Media, Fairfax Digital, ninemsn, Yahoo!7, Google and Sensis Media Smart - together with the Australian Interactive Media Industry Association (AIMIA), the IAB has four objectives:
- To develop, coordinate and promote industry standards and guidelines that make interactive advertising a simpler and more attractive medium for agencies, advertisers and marketers
- To prove and promote the effectiveness of interactive advertising to advertisers, agencies, marketers, and the press
- To be the primary advocate for the interactive marketing and advertising industry
- To expand the breadth and depth of IAB membership while increasing direct value to members
For further information about IAB Australia please visit: www.iabaustralia.com.au