Clemenger BBDO’s simple yet highly innovative campaign, Australia Post Video Stamp has swept the field to be named the winner of IAB Australia’s Creative Showcase 8.4. Initiative secured second place with its engaging campaign Kia Game On; and The Monkeys were awarded third place with its The Convertible Challenge campaign.
Mike Zeederberg, Managing Director of Zuni and Creative Showcase’s Chair of Judges said "This month’s finalists and winner epitomise the "Trends lists" for 2014 - integration of the physical and digital, the internet of things (turning your phone into a tennis racket). They’ve even resurrected the much maligned QR code and given it a whole new purpose with a great creative idea. It is a great selection of creative innovation delivering business results."
Clemenger BBDO’s winning campaign drew on the old and almost forgotten magic of posting a letter, adapting it to the modern times by reinventing the postage stamp into a Video Stamp which allows you to literally “send yourself” along with the parcel. People can upload a tailored video message and attach it to a QR code stamp, enabling the recipient to watch the video when opening the parcel. The campaign was launched around Christmas and thousands of Australians took advantage, sharing emotional messages with loved ones all over the world.
Initiative snapped second place with its engaging Kia Game On campaign which, with the collaboration of Innocean and Mnet’s newly developed technology, created an interactive tennis experience for viewers. The app gives tennis fans the chance to actually experience what it is like to be in the firing line against the world’s fastest server, using their phones as tennis racquets, synching with the TV broadcast. The Kia Game On app was downloaded 194,000 times and played in more than 100 countries, with the app reaching number one in the iTunes download charts.
The Monkeys’ The Convertible Challenge campaign invited people to creatively think of their dream two-in-one product to highlight Intel’s new laptop and tablet in one, Intel Ultrabook Convertible. All the creative ideas were submitted on a simple Facebook app that instantly generated customised graphics of the products, which were then uploaded to the gallery. The winning entry, the Boombox Bike which included a completely integrated, high-quality sound system, was created for real by Intel following the competition. The campaign resulted in 200 percent increase in sales of Ultrabook Convertibles for Intel, with over 10,000 ideas submitted and over 91,000 Facebook interactions.
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.
8.4 Creative Showcase Winners
Winner: Australia Post Video Stamp
Creative Agency: Clemenger BBDO, Melbourne
Media Agency: Universal McCann
Brand Name: Australia Post
Campaign Overview: http://auspost.com.au/parcels-mail/video-stamp.html
Second Place: Kia Game On
Creative Agency: Initiative
Brand Name: Kia
Campaign Overview: http://www.kia.com.au/game-on
Third Place: The Convertible Challenge
Creative Agency: The Monkeys
Brand Name: Intel
Campaign Overview: http://thisisourawardentry.com/convertiblechallenge/
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 support and enable the media and marketing industry to ensure that they thrive in the digital economy.
IAB Australia’s board includes representatives of Carsales.com, Fairfax Media, Google, Mi9, Network Ten, News Australia, REA Group, Telstra Media Group, TressCox Lawyers and Yahoo!7. It has four objectives:
- To be the ‘big tent’ for the entire digital advertising industry and define the future of digital advertising
- To deliver the benefits of ad funded interactive experiences to Australians
- 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
For further information about IAB Australia please visit: www.iabaustralia.com.au