303’s innovative campaign, The Me Project has been declared the winner of the Creative Showcase 6.2, Australia’s best online award for creativity in digital advertising. The Me Project which was praised for its brilliant insight, implementation and one-to-one interactivity with users, was designed to encourage school leavers to consider undergraduate study at Edith Cowan University.
The winners, who were announced today, included Tequila as first runner up for taking the dry world of motor insurance and turning it into a mobile game with its Car Park Challenge campaign. Second runner up went to The Monkeys creation of ‘Talking Pillows’, a digital in-store installation to support The Ikea Great Indoors Awards campaign.
Creative Showcase 6.2 received a record number of high quality entries once again and the winners were selected by a panel of respected judges from the industry.
The winning entries are showcased at www.creativeshowcase.net.au. The bi-monthly IAB Creative Showcase competition series which is sponsored by REA Media, accepts entries for work completed in the two months prior to close of judging for each round and only one campaign per agency is allowed. The winners of each Creative Showcase round gains automatic entry into the 2012 IAB Awards “Best of Creative Showcase” awards.
Mike Zeederberg, Chair of Judges, said “This round’s crop of work shows the diversity of creativity in the digital space - smartphone games, talking pillows, music mixers, underwear designs - there's nothing you can't apply great digital thinking to. The winning entry used the digital space to engage with a small target audience in a highly tailored manner, delivering personalised service that engaged with a hard-to-reach audience in an exciting way. It won by a narrow margin, with the top four entries all getting strong support from the judging panel."
303’s The Me Project seeks to help school-age users explore a range of career options that match their interests through a fully interactive website. On this platform they are asked to post images they find inspiring in their personal environments such as their bedrooms or study areas. This unique and innovative approach allows students natural interests to guide their study path, with Edith Cowan University using the images to provide possible course matches, giving students’ insight into career options they may not have considered.
Tequila’s Car Park Challenge created real world scenarios using tiny models and then turned them into games graphic elements. It was described by one judge as, “a great example of clever engagement in a tediously banal category.”
The Ikea Great Indoors Awards- Talking Pillows campaign implemented by The Monkeys was commended for its originality and ability to think outside the square with one judge saying, “I was floored by this fantastic and simple concept – a talking pillow. Targeting a person while they are “resting” with a talking pillow that prompts them to go to Facebook sounds whacky, risky and challenging to say the least. Yet it paid off and helped to grow IKEA’s Facebook fans by 50 percent which is a huge result.”
The Creative Showcase competition is free and easy to enter- entrants simply register and submit the campaign online at www.creativeshowcase.net.au.
6.2 Creative Showcase Winners
Winner: The Me Project- Edith Cowan University
Media Agency: 303
First Runner Up: Car Park Challenge for NRMA Insurance
Media Agency: Tequila
Second Runner Up: Ikea Great Indoors Awards- Talking Pillows
Media Agency: The Monkeys
About the Interactive Advertising Bureau
The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online advertising in Australia. As one of over 32 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.
Incorporated in July 2010 by nine founding members - Fairfax Digital, Fox Interactive Media, News Digital Media, ninemsn, REA Group, Ten, Yahoo!7, 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