Holler’s UBERSELEKTOR campaign for Lion Nathan has been declared the winner of Creative Showcase 4.3, Australia’s best free online award for creativity in digital advertising. The UBERSELEKTOR campaign which was praised for its innovation with fully integrated online offline branded entertainment and content, was designed to bring Beck's positioning of "Different by choice" to life across its sponsorship of the Melbourne, Adelaide, Perth and Sydney Festival.
The winners, who were announced yesterday at the Creative Showcase 4.3 lunch, included first runner-up Profero for their work on Pizza Hut’s iPhone application, while Bullseye rounded out the awards with second runner-up for their Blackmores “B your best” campaign. Creative Showcase 4.3 received a record number of entries and the winners were chosen by a panel of 10 esteemed judges from the industry.
Mike Zeederberg, Chair of Judges, said “This was a largest field of entries yet, with 14 wide ranging campaigns that showcased the breadth of digital creativity from innovative banners, highly complex community websites, iPhone apps, digital outdoor executions integrating social media to viral campaigns. Australia's creative community is clearly embracing all the opportunities digital technology offers and working with forward-thinking clients to move well beyond the realm of past campaigns”.
“The Creative Showcase allows Australian agencies to demonstrate their talent in a field of growing innovation. The record number of entries this quarter is an encouraging sign that the Australian interactive advertising industry is developing world leading ideas and campaigns. We look forward to seeing what the budding talents in our industry create next quarter,” said Paul Fisher, CEO of IAB Australia.
Beck’s UBERSELEKTOR was a fully rounded campaign which targeted users before, during and after the event and acted as an additional stream of digital dialogue and content for festival participants. Offering real-time information from the venues, interviews with artists and photo booths, UBERSELEKTOR was a physical presence at the festivals as well as connecting to social media hubs and online communities such as Facebook, Twitter, Tumblr and YouTube.
First runner-up was Profero for their work on Pizza Hut’s iPhone application. The application was commended for its creativity with one judge saying the development was “A rare combination of an application that is both useful and entertaining”.
Bullseye rounded out the awards with second runner-up for the Blackmores “B your best” campaign. Faced with the challenge of creating Australia’s biggest health and wellbeing website, Bullseye overhauled the Blackmores website to become an information hub for people interested in improving their wellbeing.
“The winning campaigns represent a good cross section of what's happening in digital marketing at the moment - a "brand website" that is all about building communities and engaging on a meaningful level with its audience by providing broadbased value beyond products, an iPhone app that integrates highly useable functionality with a playful game, and a content creation and integration campaign that moves seamlessly between the real and virtual worlds, allowing consumers to interact with the brand on a range of different levels", said Mr Zeederberg.
The Creative Showcase competition is free and easy to enter – entrants simply register and submit the campaign online at www.creativeshowcase.net.au. The only proviso is the work must have run in the three months leading up to the close of judging.
Winners from each quarter are placed in the Creative Showcase section of this year’s IAB Awards and judged to determine an overall winner.
4.3 Creative Showcase Winners
Winner: Holler for Lion Nathan’s Beck’s – UBERSELEKTOR
Media Agency: Zenith Optimedia
First runner-up: Profero for Pizza Hut – Pizza Hut’s iPhone application
Media Agency: Carat
Second runner-up: Bullseye for Blackmores – B your best
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