Clemenger BBDO’s highly engaging and artistic campaign, “The Melbourne Remote Control Tourist” has impressed the judges and been named the winner of IAB Australia’s Creative Showcase 8.3. The Monkeys followed in second place with its unconventional campaign Stay Living; and Holler secured third place with its Land of Quattro campaign.
Clemenger BBDO’s campaign explored the city of Melbourne through the eyes of four real city explorers responding to social media requests ranging from making pizzas, to trying on dresses and discovering secret gigs. This unique interactive city guide for Tourism Victoria allowed potential visitors to explore Melbourne before they visited thanks to a live streaming web experience through the streets of Melbourne. In just five days, the campaign generated 43 million earned social media impressions, with users from 4000 cities in 158 countries joining in to explore Melbourne.
Mike Zeederberg, Managing Director of Zuni and Creative Showcase’s Chair of Judges said "The current marketing trends of tight social media integration, creating user utility and branded content (or native advertising to use its latest name) were all strongly represented in this month's entries. The live experience of being able to interact with a ’remote tourist’ whilst the campaign simultaneously built significant content assets using cool technology proved to be a winner with the judges."
The Monkeys earned second place in Creative Showcase for the unconventional Stay Living campaign with Boost Mobile, which moved beyond merely being a brand idea into a philosophy to life. A series of provocative online zombie films, where four kids use their Boost mobiles to stay connected and stave off the brain-dead corporate zombies they don’t want to become to ‘STAY LIVING’, was created as a metaphor of Boost Mobile’s prepaid plans helping you stand against a world of zombies. The campaign generated a 162 percent average weekly sales increase and the biggest everyday and week sales web traffic, with 5.3 million minutes of time spent watching the videos.
Holler’s Land of Quattro campaign for Audi took advantage of the newly discovered 38 percent of premium car drivers viewing social media as a resource for making their automotive purchase decision. They hacked quadcopter drones to record Audi’s new, all-wheel drive Audi quattro on the move across the Australian landscape with a multi-angle, multi-location footage. Users were invited to become the directors and remix the footage with their own ideas, for the chance to create their own commercial to be featured on air nationally as an official Audi TVC. The interactive experience resulted in 28 percent increase in test drives, with 202,700 unique users visiting the online experience and with the 2,287 user videos generating 814,316 views, entering it into the top 25 Australian viral video chart.
The bi-monthly IAB Creative Showcase competition series, which is sponsored by Innovid, 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 winning entries are showcased at http://iabaustralia.com.au/Creative/Creative_Showcase.aspx.
The Creative Showcase competition is free and easy to enter - entrants simply register and submit the campaign online at www.creativeshowcase.net.au.
8.3 Creative Showcase Winners
Winner: The Melbourne Remote Control Tourist
Creative Agency: Clemenger BBDO, Melbourne
Media Agency: Mitchell & Partners Pty Ltd
Brand Name: Tourism Victoria
Campaign Overview: http://agencyawards.com.au/iabaustralia/remotecontroltourist/
Second Place: Stay Living
Creative Agency: The Monkeys
Brand Name: Boost Mobile
Campaign Overview: http://thisisourawardentry.com/award/boostmobileaustralia/
Third Place: Land of Quattro
Creative Agency: Holler
Brand Name: Audi
Campaign Overview: http://thisisforawards.com.au/
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 Fairfax Media, News Digital Media, REA Group, Network Ten, Yahoo!7, APN News & Media, ninemsn, Carsales.com, Telstra, TressCox Lawyers and AIMIA. 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