Tequila Digital has been announced as the latest Creative Showcase winner for its ‘Dog-A-Like’ campaign developed for Pedigree. Second place was awarded to Leo Burnett for its ‘Census Spotlight’ campaign for the Australian Bureau of Statistics. Soap Creative took out third place for the ‘5X Mutant Gum’ campaign created for 5 Gum. The winners of the competition were chosen by a panel of esteemed industry judges and were announced at a lunch in Sydney yesterday.
Tequila Digital’s winning campaign involved creating a phone and Facebook application that allowed users to find their perfect Dog-A-Like match from a live PetRescue database. The campaign was based on the insight that many dog owners look like their dogs and provided users with the opportunity to adopt their Dog-A-like when the dog would otherwise be put down.
Mike Zeederberg, Managing Director of Zuni and Chair of Judges said "Adopting a dog, filling in a census or buying gum are not inherently exciting activities, but this month's work shows how creativity in the digital space can make all of these compelling. It shows success is not only about the channel, it's about the idea, and how well it's executed that counts. That’s why a good old fashioned website managed to hold its own against iPhone apps and social media campaigns in this round of competition."
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. The winners of each Creative Showcase round gains automatic entry into the 2012 IAB Awards “Best of Creative Showcase” awards.
The ‘Dog-A-Like’ campaign focussed on the sad fact that 100,000 dogs are euthanised in Australia each year as most people think of shelter dogs as damaged and find it difficult to visit shelter homes. Tequila Digital stated that “If we can’t bring people to the dog shelters, we’ll bring the shelter dogs to the people.” One of the competition judges, Claire Waring commented that the campaign was “a great way of creating an emotional bond between would be owners and real dogs in need” and that the campaign was “simple, fun, engaging and above all relevant to the cause.”
Second place winner Leo Burnett created a website based on an animated visualisation of Census data. The site took some of the data from the last Census, and showed it from the user’s perspective. Once finished, the site built a customised sharable infographic. The aim of the interactive website was to engage users and make filling out the Census feel less like an obligation, and more like something worthwhile to be a part of.
Judge Gavin Heron stated Leo Burnett’s “Census Spotlight is an exceptional piece of visual communication – engaging in a truly entertaining way.”
Third place winner Soap Creative’s campaign was a cross promotion between 5 Gum and the 20th Century Fox film X-Men: First Class to introduce a specifically created flavour; ‘Mutant’. Soap created a fully interactive experience that allowed users to discover their mutant power. The campaign allowed users to become a mutant, battle and earn upgrades and prize opportunities by entering unique codes from the new limited-edition packs. The campaign had huge online success with 4.3 million page views and an average session time of 6:34 mins. The campaign also attracted 65,000 new Facebook fans for the client during the campaign period.
The Creative Showcase competition is free and easy to enter – entrants simply register and submit the campaign online at www.creativeshowcase.net.au
June/July Creative Showcase Winners
Winner: Tequila Digital for “Dog-A-Like” - Pedigree
Second Place: Leo Burnett for “Census Spotlight” – Australian Bureau of Statistics
Third Place: Soap Creative for “5X Mutant Gum” – 5 Gum
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