15th October 2013, Sydney: VML’s highly engaging and well executed campaign, The Missing Person Pre-Roll has impressed the judges and been named the winner of IAB Australia’s Creative Showcase 8.2. Lavender picked up second place with its interactive campaign Pay Pig; and The Monkeys snared third place with its Intelligent Sounds campaign.
VML’s campaign started with the search for a cost effective way to search for new leads on missing person cold cases in Australia. Utilising YouTube’s unavoidable five second pre-roll, VML created an engaging, geo-targeted missing person banner. To focus the viewers attention the “Skip” button was modified to show 2 options “Yes, I have” seen the missing person, or “No I haven’t.” If the user clicked “No, I haven’t” the pre-roll would skip to the video as usual. The pre-rolls used geo-location targeting to amplify the reach of the campaign.
A YouTube and world first, the Missing Persons Pre-roll was seen by over 1.2 million people during Missing Persons Week and 238 viewers clicked “Yes, I have” providing new information on cold cases. Each pre-roll targeted an area in which a missing person was last seen, allowing the AFP to broaden their reach and accuracy in the search for Australia’s long term missing people.
Mike Zeederberg, Managing Director of Zuni and Creative Showcase’s Chair of Judges said “There was great innovation in this month’s entries, with the top three all using an interesting take on technologies to connect with the consumer audience. From re-imagining the Skip button on YouTube, to robots and tablets, as well as deeply understanding the behaviour of kids and parents around phones, all in all there was some great work at the intersection of marketing and technology.”
Lavender earned second place in Creative Showcase for the interactive Pay Pig campaign with Westpac, which set out to teach kids the value of money and involved an App to reach the iPhone-fixated audience. The app included dual log-in for kids and parents, chore wishlists, pig-shaped SMS prompts and savings goal monitoring to keep the kids motivated. Parents set the chores they want done, how much they’re prepared to pay, and a pay-day. Kids set pocket money targets and the things they’re saving for. The app has features such as a pig-shaped SMS for prompting parents to pay their dues, and dual login feature for kids to engage with, and parents to monitor and control. To date far the campaign has earned a media value of over $846,425 with no campaign support, a five-star App Store rating and is achieving 310 downloads a day and counting.
In third place was The Monkeys’ Intelligent Sounds campaign for Intel. The campaign’s objective was to alert consumers that Intel processors are now in tablet computers in an interesting and viral way. Collaborating with Australian band ‘Flume’, Intel created a piece of branded content that utilised 60 Intel-powered tablets to play a track composed especially for this announcement. The collaboration led to ‘Intelligent Sounds’; a band of fully-functional tablet-powered instruments that were custom-made to perform Flume’s musical composition. The robotic instruments created ranged from organic analogue percussion (a tin can, a Zippo lighter etc.) to synthesized digital sounds, generated by apps running on the Android tablets themselves. The robots were built in-house at Finch and the process of custom-designing and fabricating each element out of laser cut and 3D printed materials took over 2000 developer hours on a 10 week deadline. The video currently has 417,518 views on YouTube.
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 in the Case Studies section.
The Creative Showcase competition is free and easy to enter – entrants simply register and submit the campaign online at www.creativeshowcase.net.au.
8.2 Creative Showcase Winners
Winner: The Missing Person Pre-Roll
Creative Agency: VML Australia
Brand Name: Australian Federal Police
Campaign Overview: http://ourawardswork.com/awards/the-missing-person-pre-roll/
Second Place: Pay Pig
Creative Agency: Lavender
Brand Name: Westpac
Campaign Overview: http://www.theideamadeclear.com/paypig/
Third Place: Intelligent Sounds
Creative Agency: The Monkeys
Production Partner Agency: Finch
Brand Name:Intel
Campaign Overview: http://www.youtube.com/watch?v=7Y35m1OpPAw&feature=youtu.be
/Ends
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, Carsales.com, 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
For further information about IAB Australia please visit: www.iabaustralia.com.au
For more information please contact:
Pru Quinlan
Einsteinz Communications
T: (02) 8905 0995
E: pru@einsteinz.com.au
