AnalogFolk's highly interactive and well executed campaign, The Perfect Lager Project has impressed the judges and been named the winner of IAB Australia’s Creative Showcase 7.1. AnalogFolk, with media agency Pearman Media set out to produce the perfect lager created for the people by the people and generated Australia’s first crowd brewed beer with ARVO Beer. The campaign was praised by the judges for its success in getting people involved and for highlighting how digital creativity now plays a role well beyond marketing campaigns.
WHYBIN\TBWA\TEQUILA earned second place in Creative Showcase for the fun Beat Suite campaign with Red Bull, which began as a live mix tape style of concert that broke down the boundaries between different music genres and mashed them together for a one-off event. The music from the one-off concert was then sampled to translate to the sound of your tweets creating ‘Beat Suite Tweets’, a website that turns your tweets into beats.
Amnesia was awarded third place for its successful Australia Post - Postcards Appcampaign, a fun app that allows you to send tailored, individual postcards from your iPhone.
Mike Zeederberg, Managing Director of Zuni and Chair of Judges said "The line between digital as a marketing tool and as an inherent part of the business product offering is continuing to blur even more. Two of the three winners this round illustrate just how digital agencies are now working with clients to evolve business models rather than simply sell existing products."
The bi-monthly IAB Creative Showcase competition series, 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 will gain automatic entry into the 2013 IAB Awards “Best of the Best” Awards Category. The winning entries are showcased at www.creativeshowcase.net.au.
AnalogFolk was successful in launching a beer without the beer, creating The Perfect Lager Project and producing a mobile app that captured information about a range of individual’s preferences, the beers they were drinking and the environment in which they drank them. This information was then used by Casella’s master brewers, to produce two potentially perfect lagers and then handed them back to the Australian public to choose the champion. The two beers were named after the ‘most perfect’ time of the day for a beer based on their findings, ARVO 34 and ARVO 51. Some of the other features of the campaign entailed a stylishly designed website created to house the project’s content, an animated call-to-arms video explaining the project and driving people to download the app, a targeted influencer program and 50 personalised ‘talking head’ invitation videos for key journalists for a staged event at the brewery showcasing the findings. Praised by the judges for its strong branding used throughout, this highly interactive campaign was extremely successful in getting people involved with the video receiving over 50,000 organic views on YouTube.
WHYBIN\TBWA\TEQUILA developed Red Bull Beat Suite by combining a range of different music genres and adapting this music to create ‘Beat Suite Tweets’, a website that takes your personal, 140 character long tweets and turns them into beats. This ingenious website uses HTML5 algorithms to examine your tweets and uses a ‘sentiment analysis’ code to determine the overall sentiment of your Twitter behaviour, turning your tweets into beats that you can download and share with others. The Beat Suite campaign was extremely popular and in just eight weeks ‘Beat Suite Tweets’ had almost 80,000 page visits from 100 countries and the one-off Red Bull Beat Suite concert in Melbourne, Australia has since been heard in 1,260 cities around the globe.
Amnesia teamed up with Australia Post to develop the practical and fun Australia Post – Postcards App, an app that allows you to use your iPhone to create and send a real, custom postcard without leaving your deckchair. This simple yet effective campaign has an easy to use interface, reliable delivery and involves three simple steps of taking and uploading your own photo, typing in your personalised message and sending it directly from your iPhone. As Australia Post is the first postal company to implement the postcard service, sending a postcard through this new Postcards App is as low cost as the traditional model and has a range of online payment options.
The Creative Showcase competition is free and easy to enter - entrants simply register and submit the campaign online at www.creativeshowcase.net.au.
7.1 Creative Showcase Winners
Winner: The Perfect Lager Project
Creative Agency: AnalogFolk
Media Agency: AnalogFolk & Pearman Media
Brand Name: ARVO Beer
Campaign Overview: http://www.awardsite.net/arvo/digital
Second Place: Beat Suite
Creative Agency: WHYBIN\TBWA\TEQUILA
Brand Name: Red Bull
Third Place: Australia Post – Postcards App
Creative Agency: Amnesia
Brand Name: Australia Post
Campaign Overview: http://judgeshavefeelingstoo.com/iab/australia-post-postcards-app/
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, Google, Mi9, Network Ten, News Australia Sales, REA Group, SBS, 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