SOAP Creative’s “World First” campaign wins Creative Showcase 6.6

Posted by IAB Australia On June 14, 2012 Media Releases

Sydney, 14 June 2012-  SOAP Creative’s world first daring interactive campaign, Lynx Anarchy Invisible Ad has won over the judges and been named the winner of IAB Australia’s Creative Showcase 6.6.  SOAP Creative teamed up with production group Finch to bring the idea to life and present the world’s first invisible ad, unleashing the chaos in Sydney and allowing people to experience Lynx Anarchy first-hand. The original campaign was a huge success with an extremely high and positive response rate.  It was praised by the judges for its originality and for raising the bar for interactive creativity worldwide.

Tequila Digital was awarded second place for its innovative Motor Motion Activated Poster campaign which used motion activated outdoor posters to identify the advantages of NRMA Insurance compared to other insurers. Creative agency, Mark, snared third place for its fun campaign Let Sandy Loose, a Facebook app that promoted the brand Nestle Purina RUFFS by allowing users to run riot across their friend’s Facebook pages, using RUFFS’ mascot Sandy.

Chair of Judges and Managing Director of Zuni, Mike Zeederberg said, “This round showed a strong passion for digital technical innovation, with the three finalists all using a mix of new technologies and great ideas to create strong communication pieces that tapped into their audience.”

The bi-monthly IAB Creative Showcase competition series, which is sponsored by REA Media, 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 round gains automatic entry into the 2012 IAB Awards “Best of the Best” Awards Category.

The winning entries are showcased at 

SOAP kicked off their campaign by sending out a Sydney targeted EDM and running a small Facebook campaign to an event listing days before. Event attendees were given glasses, electric blue for men and hot pink for women, which they used to view a terrace house in Sydney with a series of hacked LCD screens. With glasses on, guests could see chaos unleashed with surprising scenes on the screens including a dog swimming in a room full of water, a couple in a foam room and even a baboon. As a world first, the invisible ad campaign was highly innovative and successful in creating a buzz and driving a strong and clear message to its audience through interactive creativity.

Tequila Digital portrayed the advantages of using NRMA Insurance by highlighting the car parts other insurers don’t cover through a highly interactive campaign. Building a real working car from these extra parts Tequila created motion activated outdoor posters featuring an exact 3D replica of the car for those who couldn’t experience it first-hand. Working closely with JCDecaux and Mediacom, Tequila wired the 3D Model to the latest Panasonic infrared sensor and camera and installed it in the digital posters so that people could interact with the car through motion gestures. This highly interactive campaign was a great success and averaged 5,000 interactions per day and an average engagement time of five and a half minutes. The real car was even reviewed by the well respected television program, Top Gear.

Mark, responded to Nestle Purina’s brief to promote the dog treat RUFFS that rewards dogs just for being dogs, through an interactive Facebook app animation. With the new positioning in mind, they created the Facebook app “Let Sandy Loose” where the RUFFS mascot Sandy ran riot across users’ friends Facebook pages. At the end of the animation, users could share the app with their Facebook friends and receive their free sample in the post, personally addressed to their dog. The quirky campaign was extremely popular with the app shared over 11,000 times with over 20,000 samples delivered in the first four weeks.  Over the six months of the campaign there was a huge increase in Facebook activity and the Purina Australia fan base went from 7,000 to 70,000.

The Creative Showcase competition is free and easy to enter- entrants simply register and submit the campaign online at

6.6 Creative Showcase Winners
Winner: Lynx Anarchy Invisible Ad
Creative Agency: SOAP Creative
Brand Name: Lynx
Campaign Overview:

Second Place: Motor Motion Activated Poster
Creative Agency: Tequila Digital
Media Agency: Mediacom
Brand Name: NRMA Insurance
Campaign Overview:

Third Place: Let Sandy Loose
Creative Agency: Mark
Media Agency: Zenith Optimedia
Brand Name: Nestle Purina RUFFS
Campaign Overview:
Facebook Application:


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,, 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

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IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.