ZenithOptimedia wins ‘Best of Show’ in 2010 IAB awards

Six Beers of Separation campaign proves the winning connection

ZenithOptimedia has been crowned 2010 IAB Awards Best of Show for its Lion Nathan “Tooheys Extra Dry - Six Beers of Separation” campaign.  Announced at the IAB Awards ceremony last night, the campaign won the new Branded Content category and trumped a record number of entries to scoop the prestigious Best of Show title and secure its entry into the 2010 US IAB MIXX Awards. 

Other IAB Award winners include Publicis Mojo Melbourne and Soap Creative who each secured two category wins (respectively Brand Destination Site; Cross Platform Integration; and Product Launch; Rich media and Digital Video).  Publicis Mojo and Virgin Mobile picked up the Brand Loyalty and Retention Award for their Virgin Mobile “Member’s Lounge” campaign; and FNUKY secured the first ever Not-for-Profit / Public Service Award for its GetUp! “Censordyne” campaign.  Other category awards were won by Mediacom, WHYBIN/TBWA/TEQUILA, Experian Hitwise and Leo Burnett.

Holler picked up the Creative Showcase Grand Prix award for its Lion Nathan “Beck’s ÜBERSELEKTOR” campaign.  Finalists in this category were Creative Showcase winners from quarterly 2009/2010 competitions and included Clemenger, Soap Creative and Visual Jazz.

According to Paul Fisher, CEO of IAB Australia, 2010 has been an exciting year for the IAB Awards:

“This year’s IAB Award winners have displayed an outstanding level of creativity and delivered some of the highest quality submissions in the history of the Awards.  All of the entrants should be congratulated on their efforts.

“The record number of entries this year is a reflection of the strong growth in digital and interactive advertising in this market.  Representing a total of 133 brands, the IAB Award entries clearly demonstrate Australian agencies are not only creating incredibly effective interactive campaigns, but are proud to promote their world-leading achievements,” said Mr Fisher.

Mark Uncles, Professor of Marketing at the University of New South Wales and Chair of Judges for the 2010 IAB Australia Awards commented:  "If there was ever any doubt, digital and interactive advertising truly has come of age. The 2010 winning entries clearly demonstrate that online advertising has been fully embraced.  Many of Australia's biggest mainstream advertisers have had text book success using online to excellent effect, while we also saw creative as 'out there' as the Censordyne campaign.

“Key to this coming of age, are campaigns that engage consumers in the longer term. This is essential if advertising is to build brands and not simply secure immediate promotional benefits.  The Best in Show campaign is exemplary in these respects.  It makes use of multiple platforms to deliver an insightful and witty message and to build significantly Tooheys Extra Dry as a strong brand," said Professor Uncles. 

ZenithOptimedia’s Best of Show winning entry has now qualified for entry to the US MIXX 2010 Awardswhich will be judged on 28 September 2010 in New York.  Previous IAB Australia Best of Show winners have had remarkable success in the MIXX Awards, with the 2009 entry winning MIXX’s Best in Show and the 2008 entry taking home a silver award.

2010 IAB Awards Winners

Category: Branded Content  AND  Best of Show

ZenithOptimedia for Lion Nathan - Tooheys Extra Dry - Six Beers of Separation

Creative Agencies: BMF, Holler



Category: Brand Awareness and Positioning

Mediacom for Dell - Alienware Clan Challenge

Event Production & Filming: TCO



Category: Direct Response and Lead Generation

WHYBIN/TBWA/TEQUILA for Nissan Australia - Take the Wheel



Category: Product Launch

Soap Creative for Unilever Australia - LYNX Party Across the Internet

Media Agency: Universal McCann



Category: Brand Loyalty and Retention

Publicis Mojo and Virgin Mobile for Virgin Mobile – Member’s Lounge

Mobile Offer Redemption Platform: Figitt

Mobile Developers: MIA

Developers: Cactuslab



Category: Brand Destination Site

Publicis Mojo Melbourne for Cadbury - The Adventures of Freddo



Category:  Cross-Platform Integration

Publicis Mojo Melbourne for Tourism Victoria - The Art of Walking

Production Company: @RADICAL.media



Category: Search Marketing

Experian Hitwise for Southern Cross Travel Insurance - SCTI Online Offline Integration


Category: Social Media Marketing

Leo Burnett for Canon - Canon EOS Photochains



Category:  Rich Media and Digital Video

Soap Creative for Unilever Australia - LYNX Party Across the Internet

Media Agency: Universal McCann



Category: Not for Profit / Public Service

FNUKY for GetUp! - Censordyne



Category: Creative Showcase Grand Prix

Holler for Lion Nathan - Beck’s ÜBERSELEKTOR

Media Agency: ZenithOptimedia



IAB Australia Awards 2010 Finalists (listed by entry number)


Category: Brand Awareness and Positioning

  • Droga5 - 4320LA & 4320SYD; V Australia
  • Mediacom - Alienware Clan Challenge; Dell
  • Ikon Communications - Commonwealth Bank & Domain Partnership; Commonwealth Bank of Australia
  •  Profero - Johnsons Baby – Always on Digital Strategy; Johnson & Johnson

 Category: Direct Response and Lead Generation

  • WHYBIN/TBWA/TEQUILA - Take the Wheel; Nissan Australia
  • Ikon Communications - Commonwealth Bank Continuous Online Marketing Programme; Commonwealth Bank of Australia
  • Mediacom - SMB Campaign Nov09-Jan10; Dell

 Category: Product Launch

  • Emitch - iPhone Application Launch; Domino's Pizza
  • Mediacom - Avril Lavigne Black Star; Procter & Gamble
  • OMD Australia - Brave Wave!; Neutrogena Wave
  • ZenithOptimedia - 5 Seeds; Lion Nathan
  • Soap Creative – LYNX Party Across the Internet; Unilever Australia

 Category: Brand Loyalty and Retention

  • Publicis Mojo - Members' Lounge; Virgin Mobile
  • Bullseye - B Your Best - The Wellbeing Revolution; Blackmores Limited
  • BMF - The Hit List; Commonwealth Bank of Australia

 Category: Brand Destination Site

  • Colman Rasic - You Know Who You Are; Premium Beverages – Coopers
  •  Publicis Mojo – Melbourne - The Adventures of Freddo; Cadbury
  •  Leo Burnett - Canon EOS Photochains; Canon

 Category: Cross-Platform Integration

  • WHYBIN/TBWA/TEQUILA-Take the Wheel; Nissan Australia
  • Publicis Mojo – Melbourne - The Art of Walking;               Tourism Victoria
  • Mediacom - Alienware Clan Challenge; Dell

 Category: Branded Content

  • ZenithOptimedia - 6 Beers of Separation; Lion Nathan
  • Publicis Mojo – Melbourne - The Art of Walking;               Tourism Victoria
  • Publicis Mojo – Melbourne - The Adventures of Freddo; Cadbury

 Category: Search Marketing

  • Dgm - Allianz Search Campaign; Allianz
  • e-channel Online - Flight Centre Paid Search Marketing Campaign; Flight Centre Limited
  • Experian Hitwise - SCTI Online Offline Integration; Southern Cross Travel Experience
  • Profero – Pizza Hut Ongoing Search Engine Marketing; Pizza Hut

 Category:  Social Media Marketing:

  • Mediacom - Spring Racing Carnival; Yellowglen
  • Mediacom - Pringles King Can; Procter & Gamble
  • Leo Burnett - Canon EOS Photochains; Canon

 Category: Rich Media and Digital Video

  •  Longtail Communications -  Zoom; Dale Alcock Homes
  •  Mindshare – Sydney - Land Rover Defender 90 - Content Distribution; Land Rover
  • OMD Australia - $1 Board Game; McDonalds
  •  Soap Creative – LYNX Party Across the Internet; Unilever Australia

 Category: Not-for-Profit / Public Service

  • FNUKY – Censordyne; GetUp!
  • Starcom - Pedigree Dog Adoption; Mars Petcare
  •  Profero – Cyber Bullying Affects Real Lives; NAPCAN


 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