Wins Best in Show and three other awards for its Australian Bureau of Statistics “Spotlight” campaign
IAB Awards Case Study Showcase announced for August
Leo Burnett Sydney has won the prestigious ‘Best in Show’ title at the 2012 IAB Awards for its Australian Bureau of Statistics “Spotlight” campaign. “Spotlight” also won three other awards including IAB Australia’s Brand Awareness & Positioning, Brand Destination Site and Rich Media & Digital Video categories. Leo Burnett Sydney was one of 12 agencies who were announced as winners last night at the IAB Awards ceremony held at the Sydney Town Hall.
Ikon Communications snared two awards including Social Media Marketing for its “Coca-Cola ‘Share A COKE’” campaign and the Mobile Platform or App award for its efforts on the “FANTA Playzone” campaign. Other winners included 303Lowe, snapping up the Direct Response & Lead Generation award for its IKEA “Rent” campaign and Soap Creative, winning the Product Launch awardfor its playful “Cornetto Enigma” campaign for Unilever.
Whybin\TBWA\Tequila\, ZenithOptimedia, The Monkeys, UM Australia, FirstClick Consulting, Nomad and George Patterson Y&R Sydney were all also recognised as category winners on the night.
Winning campaigns will be presented in detail at inaugural IAB Awards Case Study Showcase events in Sydney and Melbourne in August. More details are available on the IAB Australia website.
Soap Creative was also named the winner of the Creative Showcase Grand Prix award for its Lynx Anarchy Invisible Ad campaign which had won Creative Showcase 6.6 in June 2012. The campaign dazzled judges by presenting the world’s first invisible ad created by Soap Creative with production group Finch which unleashed chaos in Sydney and allowed people to experience Lynx Anarchy first-hand. This invisible ad campaign was highly innovative and successful in creating a buzz and praised by the judges for driving a strong and clear message to its audience through interactive creativity.
Leo Burnett Sydney’s ‘Best in Show’ and Soap Creative’s Grand Prix winning campaigns will now be entered into the US MIXX 2012 Awards with winners to be announced on 2nd October in New York.
Paul Fisher, CEO of IAB Australia commented: “The calibre, quality and ingenuity of entries in this year’s IAB Awards once again surpassed expectations. We are proud to be part of such a growing and inspiring industry and what better place to celebrate the brilliance of our online advertising community than in the spectacular Sydney Town Hall. Each year we are impressed with the standard of interactive advertising campaigns and this year is no exception.
“Leo Burnett Sydney’s “Spotlight” campaign for the Australian Bureau of Statistics is a great case study for marketers as it succeeded in taking the somewhat dry activity of the national Census and sparking engagement in a broadly unengaged audience. This campaign skilfully built a range of interactive platforms that illustrated how engaged participation in the Census could have personal benefit to the individual, resulting in outstanding success,” said Fisher.
The “Spotlight” campaign was commended by the IAB judging panel for showing what great advertising should do by telling a compelling story that has direct relevance to its target audience. It has already attracted international attention, winning a Gold Cyber Lotus at Adfest 2012, Silver and Bronze awards at the Spike Asia awards and a Bronze World Medal for online design at the New York Festivals International Advertising Awards 2012.
IAB Australia Award winners have done consistently well at the MIXX Awards and with Leo Burnett’s campaign already experiencing high international interest, this year is likely to be no exception. The 2011 IAB Awards Branded Content category winner 303 Group, went on to win Bronze in the Public Service Not for Profit category at the 2011 MIXX Awards for its campaign Enjoy The Ride for Office of Road Safety Western Australia (http://www.enjoytheride.wa.gov.au/). The 2010 IAB ‘Best of Show’ winner, ZenithOptimedia, won a silver MIXX award in the Branded Content category for its work on the Lion Nathan ‘6 Beers of Separation’ campaign and the 2010 Creative Showcase winner Visual Jazz also won a MIXX bronze in the Interactive Video/Online Commercial for their work on the Jay Jay’s “Dance Off 3D” campaign.
News Australia Sales is the Major sponsor and Best in Show sponsor for the 2012 IAB Australia Awards. Other sponsors include AD2ONE, AdapTV, BBC.com, eBay, Facebook, Fairfax Media, Google, Gruden, MediaMotive, Mi9, realestate.com, Telstra Advertising Network and TressCox.
2012 IAB Australia Awards Winners
Category: Brand Awareness & Positioning
Category: Brand Destination Site
Category: Rich Media & Digital Video
Category: Best in Show
Leo Burnett, Sydney - Spotlight; Australian Bureau of Statistics
Category: Direct Response & Lead Generation
303Lowe- Rent; IKEA
Category: Product Launch
Soap Creative with Mindshare & Ensemble -Cornetto Enigma; Unilever
Category: Brand Loyalty & Retention
Whybin\TBWA\Tequila\- The Pedigree Adoption Drive; Mars Petcare
Category: Cross-Platform Integration
ZenithOptimedia with Holler Sydney- Kick For Your Country; Heineken
Category: Branded Content
The Monkeys- The Ship Song Project; Sydney Opera House
Category: Search Marketing - Paid Search
UM Australia and Reprise Media - Beating the Big Four; ING Direct
Category: Search Marketing - Organic Search
FirstClick Consulting- Mission Migration; CMC Markets
Category: Social Media Marketing
Ikon Communications with Ogilvy, Wunderman & Naked Communications - Coca- Cola “Share A COKE”; Coca- Cola
Category: Mobile Platform or App
Ikon Communications with Webling, Ogilvy & Naked Communications - FANTA Playzone; Coca-Cola
Category: Tablet Marketing
Nomad with Deepend -Wilderquest - Animal Discovery; NSW National Parks and Wildlife
Category: NFP / Public Service Category
George Patterson Y&R Sydney - Signed Finds; St Vincent de Paul Society
About the Interactive Advertising Bureau
The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online advertising in Australia and was incorporated in July 2010. As one of over 40 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.
IAB Australia’s board includes representatives of AIMIA, APN News & Media, Carsales.com, Fairfax Media, Network Ten, News Digital Media, ninemsn, REA Group, Telstra Advertising Network, TressCox Lawyers and Yahoo!7. It 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