Visual Jazz Isobar’s innovative campaign, The Summer Games has been named as the winner of IAB Australia’s Creative Showcase 7.5 with its interactive creativity and imagination impressing the judges. The Monkeys snapped up second place in Creative Showcase 7.5 with its eclectic electronic IKEA campaign KLIPPBOK; and Amnesia has snared third place with its Galaxy Note II campaign.
Visual Jazz Isobar’s Summer Games challenge was developed with the objective of driving customer loyalty for Queensland’s Gold Coast Wet ‘n’ Wild. Using an NFC enabled wristband, Visual Jazz Isobar turned a day out at Wet ‘n’ Wild into a competition where having fun was the only way to win. In just 10 days, the Summer Games achieved incredible results with one in three people returning to Wet ‘n’ Wild multiple times and time spent in-park increased. The concept has now been adapted for Village Roadshow’s other theme parks.
The Monkeys’ KLIPPBOK campaign used an online mood board tool to ask participants to ‘Create Cosy’ with IKEA products. More than 53,000 consumers entered and shared boards, resulting in an overall campaign reach of 4.3 million, 30,549 people virtually trying the device on trynote2.com and 64,711 art project video views on YouTube. The Monkeys used the Pinterest trend of visual bookmarking to harness the movement of curating content as a leisure activity.
Reaching out to a tech-savvy audience that shopped online rather than in store, Amnesia’s campaign for Samsung’s Galaxy Note II faced the challenge of how to demonstrate the capabilities of the device without the audience laying hands on it. Amnesia flipped the problem and developed a website which allowed people to try the Note II wherever they were by emulated the experience of using the device across a range of environments..
Chair of Judges and Managing Director of Zuni, Mike Zeederberg said, "The blurring of the lines between 'online and offline' and 'advertising and content' are evident in this round’s top entries. Integration of NFC featured in two of the three winners and all the campaigns used mobile digital devices as part of their campaign. All in all the winners deliver a really interesting set of digital concepts that are directly driving product sales"
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 winners of each Creative Showcase automatically gains entry into the 2013 IAB Awards “Best of Creative Showcase” awards. The winning entries are showcased at www.creativeshowcase.net.au.
7.5 Creative Showcase Winners
Winner: Summer Games
Creative Agency: Visual Jazz Isobar
Brand Name: Wet ‘n’ Wild
Campaign Overview: http://www.awardjudges.com.au/wetnwildsummergames/
Second Place: KLIPPBOK
Creative Agency: The Monkeys
Brand Name: IKEA
Product Review: http://www.thisisourawardentry.com/awards/klippbok/
Third Place: Galaxy Note II
Creative Agency: Amnesia
Media Agency: Starcom
Brand Name: Galaxy Note II
Website : http://trynote2.com/
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, Carsales.com, Fairfax Media, Google, Mi9, Network Ten, News Australia, 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
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