GPYR Melbourne triumphs at 2013 IAB Australia Awards

Wins three Awards including Best in Show and Mobile Platform category for its “Mobile Medic” campaign

Twitter:  #iabawards13

GPY&R Melbourne has won three Awards at the 2013 IAB Awards including the prestigious ‘Best in Show’ award for its “Mobile Medic” campaign developed for Defence Force Recruiting. The ‘Mobile Medic’ campaign was also named the winner of the Mobile Platform or App category, while its Cocktail Revolution HQ campaign developed for Schweppes Australia won the Brand Destination Site category. GPY&R Melbourne was one of seven agencies who scooped awards tonight at the IAB Awards ceremony held at the Star Event Centre. 
Leo Burnett Melbourne snared three awards for its “Volunteer to promote volunteering” campaign for SEEK Volunteer, including Brand Awareness and Positioning, Not for Profit and Direct Response and Lead Generation. Other multi award winners include The Monkeys who won two categories with its OAK Reverse Robberies campaign for Parmalat; and AnalogFolk who won two categories for its Perfect Lager Project campaign for Casella Family Brewers.
Soap Creative, Reprise Australia and Agency M were also recognised as category winners.
Reactive was named the winner of the Creative Showcase Grand Prix award for its campaign “The Most Powerful Arm” for Save our Sons & Duchenne Foundation. The campaign was developed in conjunction with Havas, Finch and Red.
GPY&R Melbourne ‘Best in Show’ and Reactive’s Creative Showcase Grand Prix winning campaigns will now be entered into the US MIXX 2013 Awards with winners to be announced on 24th September in New York.  
Samantha Yorke, Acting CEO of IAB Australia commented “GPY&R Melbourne is to be applauded for its brave and polished mobile campaign execution. Its use of augmented reality for educational purposes was truly innovative but most importantly it delivered clear and tangible results for Defence Force Recruiting – and that is what interactive advertising is all about.”  
The judges also commended “Mobile Medic” campaign for its rigorous research and insight which enabled them to develop the creative premise and execute it on the right platform for the audience.
The major sponsor for the 2013 IAB Awards is MCN Digital. Category sponsors of the 2013 IAB Australia Awards include Adap.TV, Google, Mi9, Fairfax Media, Telstra Media, Innovid, REA Media, and Facebook.
IAB Australia Awards 2013 Winners
Best in Show
Category: Mobile Platform or App
GPY&R Melbourne – Defence Force Recruiting: Mobile Medic
Category: Brand Awareness and Positioning
Category: Not-for-Profit / Public Service
Category: Direct Response & Lead Generation
Leo Burnett Melbourne – SEEK Volunteer: Volunteer to promote volunteering
Category: Brand Destination Site
GPY&R Melbourne – Schweppes Australia: Cocktail Revolution HQ
Category: Brand Loyalty & Retention
Category: Social Media Marketing
The Monkeys – Parmalat: OAK Reverse Robberies
Category: Branded Content
The Monkeys – Parmalat: ICE BREAK Drag Race ‘Em
Category: Cross-Platform Integration
Category: Product Launch
AnalogFolk – Casella Family Brewers: The Perfect Lager Project
Category:  Rich Media & Digital Video
Soap Creative – Roadshow Films: Expendables 2: Deploy & Destroy
Category: Search Marketing – Organic Search
Reprise Australia – Australian Government – MoneySmart: Helping Australians Reclaim Their Money
Category:  Search Marketing – Paid Search
Agency M – Foxtel: Foxtel Call Tracking
Creative Showcase Grand Prix award
Reactive - Save our Sons & Duchenne Foundation: The Most Powerful Arm
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,, Fairfax Media, Network Ten, News Australia, Mi9, 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: