Posted by IAB Australia On February 16, 2010 Research & Resources


December – February 2010 winner: ÜBERSELEKTOR
Client: Beck’s
Creative Agency: Holler
Media Agency: Zenith Optimedia
Campaign type: Banners, blog, microsite, rich media
Industry: Alcohol

Campaign Information
Fully integrating offline and online branded entertainment and content, the campaign brought Beck’s positioning of “Different by Choice” to life across its sponsorship of the Melbourne, Adelaide, Perth and Sydney Festival.

Users were targeted before, during and after the events with the campaign acting as an additional stream of digital dialogue and content for festival participants. Offering real-time information from the venues, interviews with artists and photo booths, UBERSELEKTOR had a physical presence at the festivals as well as connecting to social media hubs and online communities such as Facebook, Twitter, Tumblr and YouTube.

Judge’s Comment
Turning a campaign into a content stream was an interesting twist for an alcohol brand, but the live projections are probably my favourite element of this campaign, effectively making the brand part of the cultural stream it was reporting on. Nice.


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.