Soap kicks off year as first Creative Showcase winner for 2011

Posted by IAB Australia On February 16, 2011 Media Releases

Sydney – 16th February 2011 – Soap has snared top spot in the first Creative Showcase for 2011, winning with its “100 Days of Summer” campaign for Foxtel.   Profero picked up second place in Australia’s best free online digital advertising creativity competition for its work on Pizza Hut’s “Feed a Friend” campaign and Tequila rounded out the awards securing third place for its work on an augmented reality campaign for Coopers Clear.  The winners, who were chosen by a panel of esteemed industry judges and announced at the Creative Showcase lunch in Sydney yesterday, are showcased at  

The bi-monthly Creative Showcase series accepts entries for work completed in the two months prior to close of judging for each round.  The winners of each round’s Creative Showcase will gain automatic entry into the 2011 IAB Awards “Best of Creative Showcase” awards.  

Mike Zeederberg, MD of Zuni and Chair of Judges for Creative Showcase said: “This round delivered an interesting mix of entries, including viral videos, Facebook give-aways and Augmented Reality Apps. Ultimately though, exciting creativity linked to strong results is what convinced the judges.”

Soap’s winning campaign – “100 Days of Summer” was a social media campaign which rewarded the Foxtel Facebook fans with hot content and exclusive prizes.  Focusing on the Foxtel content that people love enabled Soap to grow the fan base from 25,000 to 100,000 over the 100 day long campaign. Most importantly, the positive sentiment ranking outweighed negative by a factor of 10:1. 

The judges were impressed by the campaign noting the many challenges of delivering quality for 100 consecutive days with one commenting: “It looks simple but is a huge effort to maintain the quality of content over such a long period. Well done guys.

Second place winner Profero delivered the first Facebook gift you can eat with its “Feed a Friend” campaign. The Facebook app let pizza lovers earn free pizza (via virtual slices) for themselves and to share the love with their friends by offering free virtual slices to be given away to friends via posts on their wall.  More than 45,000 app connections have been made, thousands of pizzas redeemed; and 41,000 stream stories made.

Third place winner Tequila develop an innovative augmented reality campaign for Coopers Clear which was launched just before the Creative Showcase round closed.  With the goal of making Coopers more desirable to women and positioning Coopers Clear as the new innovative beer from the Coopers family, the campaign offered customers a chance to win a clear cut diamond in specially marked packs. Customers simply checked their augmented realty code on the promotion website or via a free iPhone app to see if they had won.  With impressive numbers of applications downloaded in just seven days and numerous mentions on blogs, the campaign seems set to be a success.

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

December/January Creative Showcase Winners
Winner:  Soap for “100 Days of Summer”
– Foxtel

Second Place: Profero for “Feed a Friend”
– Pizza Hut 

Third Place: Tequila for “Coopers Clear” – Coopers 


About the Interactive Advertising Bureau

The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online advertising in Australia. As one of over 32 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.

Incorporated in July 2010 by 9 founding members  – Fairfax Digital, Fox Interactive Media, News Digital Media, ninemsn, REA Group, Ten, Yahoo!7, and Sensis Media Smart – together with the Australian Interactive Media Industry Association (AIMIA), the IAB 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.