Holler has taken out IAB Australia’s Creative Showcase 7.4 with its campaign, The World's Most Dangerous Product Demo for Vanish Napisan. The campaign was a new twist on the old favourite “product demonstration” and proved that when executed with wit and flair the simplest ideas can still often be the best. The campaign resulted in a 317 percent increase in Facebook fans, reached three million people and garnered over a half a million views of the video content.
Havas Worldwide Sydney was placed second with its DSLR Gear No Idea campaign for Sony NEX whilst last month’s winners, The Monkeys in collaboration with ZO came in third with its Drag Race ‘Em initiative for Ice Break.
“This month saw digital content marketing trump gaming as the core digital engagement vehicle highlighted in the Creative Showcase,” said Mike Zeederberg, chair of the Creative Showcase Judges and Managing Director of digital strategy agency Zuni. “Earned media played a strong role in all the top campaigns, with two of the top three subverting the brand basics of product demos and stunts to achieve an impressive number of views and engagement by clever creative execution and savvy use of social media.
“This month’s entries demonstrate that innovative rich media and video content is key in driving earned media and deeper engagement with target audiences. All three agencies excelled in creating content with humour, wit and creativity whilst being bang on brand; simple clever and ultimately incredibly effective,” said Zeederberg.
The World’s Most Dangerous Product Demo injected adrenaline into the stain-removal category by staging a dive from eight metres into 30cm of tomato sauce. The live event was filmed so the audience could see the stain-removing power of the product. Crowd-sourcing via the Facebook page resulted in the audience shaping two other stain challenges; beetroot was fired out of an air-cannon at a cricketer and a family rolled down a hill in a Zorb ball filled with chocolate ice cream. Stain removal product demos used to be the stalwart of the category and Holler’s twist on the simple idea impressed the judges with its innovative execution that was entirely true to the brand.
Second placed Havas Worldwide Sydney impressed with its online disruption campaign to convince those searching for a DSLR camera that the Sony Nex was a better choice. The viral film, tactical search, pre-rolls and tactical display media achieved cut through with sales tripling for Sony NEX within four week of launch, 3.4 million views of the video (with 1.6 million in four days), mentioned in 128 blogs in 16 countries and achieved 268,000 Facebook shares.
The Monkeys, with media agency ZO, took Ice Break’s slogan as the iced coffee that ‘Adds a Motor to Your Day’ and quite literally ran with it, adding motors to two billboard designs and then drag racing them to see which would be the ultimate victor. The winning billboard was used to launch the campaign which premiered on Facebook and the question was put to Ice Break’s fans as to ‘what else needs deciding?’ with these dilemmas also decided by drag races. The campaign created 25 percent more fans, elicited a 1944 percent increase in the number of people talking about Ice Break and with thousands of ideas for customisations submitted it has been the most successful Ice Break promotion ever.
Notes to Editors
The winning entries are showcased at http://www.iabaustralia.com.au/creativeshowcase
Creative agency: Holler
Brand name: Vanish Napisan
Campaign: The World's Most Dangerous Product Demo
Creative agency: Havas Worldwide SYD
Brand name: Sony
Campaign: DSLR Gear No Idea
Creative agency: The Monkeys
Media agency: ZO
Brand name: Ice Break
Campaign: Drag Race ‘Em
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, Mi9, 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