Fusion
Defencejobs Games - Visual Jazz and Defence Force Recruiting
http://games.defencejobs.gov.au/#
Automotive
ASIMO - DTDigital and Honda Australia
http://www.asimo.com.au/
DTDigital developed a strong campaign to promote ASIMO, Honda’s Humanoid Robot for his Australian 'Alive and Unplugged' Tour. Set in the inner sanctum – a teenager’s bedroom - the interactive website aimed to emphasise ASIMO’s personality and sense of fun while communicating Honda’s technical innovation and reinforcing the brand. ‘Visually interesting’ and ‘engaging’, the site impressed the judges with its high production values and the way in which it successfully met the business objectives of the campaign. Visitors spent an average 8.01 minutes in ASIMO’s room and during the first month of the tour the site received 37,803 unique visits.
Consumer Goods
Cornetto- No Boring Bits - Soap Creative / Universal McCann / McCann Erickson / WHO and Streets
http://www.soap.com.au/iabjudge/cornetto/
Soap Creative included a touch of absurdity in its digital campaign for Streets Cornetto, introducing executioner Terry Hatchet to audiences using social networks in order to differentiate the brand and prove to consumers that a Cornetto contains more dairy and nuts than its rival. Soap Creative took the character of Terry from the TVC created by McCann Erickson and gave him a surname, a hometown, and a MySpace profile. Videos of Terry chopping inanimate objects were posted to YouTube and his blog – Terry’s Chop Shop – went live. It was this transition of offline assets to online that stood out for the judges, who liked how Street’s online products deepened the Cornetto story and emphasised the campaign messages. The social networks sphere provided cost-effective reach, with Terry’s videos receiving over 1 million views since September 2007.
Financial Services
Dollarmites - New Dialogue and Commonwealth Bank of Australia
http://www.newdialogue.com.au/iab08/dollarmites/
New Dialogue was given the task of getting kids interested in ‘The Dollarmites’, the Commonwealth Bank’s 25 year old children’s characters. The campaign included a revitalisation of the characters and complete site overhaul aimed to engage both parents and children for longer periods of time and increase the rate of return visits. Faced with the higher expectations of today’s children, New Dialogue used sophisticated animation to create 3D characters with sound integration that would appeal to the ‘Pixar’ generation. The ‘careful regard’ given to the target market grabbed the attention of the judges, who were impressed with the fact the site managed to engage children on a topic that probably didn’t interest them directly. Feedback received from parents using the site has been excellent and session durations have seen a 67% increase since implementation.
Fusion
Defencejobs Games - Visual Jazz and Defence Force Recruiting
http://games.defencejobs.gov.au/#
Visual Jazz made a very strong impression on the judges with its campaign for Defence Force Recruiting winning the Creative Fusion category, and also scooping the ‘Best of Show’ Award with judges noting it was a very worth winner with impressive creative, exceptional results and a highly relevant business solution.
Tasked with engaging 15- 35 year-olds and educating them on opportunities in the Defence Force, Visual Jazz built on the extraordinary success of its 2006 messenger game, Battleships Extreme, adding Supreme Air Combat and Advance Urban Opps and then creating DefenceForce Games, a portal that encouraged users to interact with the ADF as never before. Using online advertising at ninemsn and PR to drive traffic, the portal was designed to attract users back to the site regularly by allowing them to login, set up games in an interactive lobby, build their profile and wins, playing against their top victims or worst enemies. More than 1.1 million unique users have played the games, 400,000 of these used the Intel Briefs on the portal to learn more about available Defence Force jobs and services and 250,000 clicked through to the jobs pages. The campaign was so successful that it changed the perception of online games at Defence Force Recruiting from a ‘gimmick’ to a compelling recruitment tool, with more than 1500 online applications and 180 enlisted recruits resulting to date.
Travel, Entertainment and Leisure
Home Sweet As - Host and Air New Zealand
http://www.homesweetas.com.au/
The ‘Home Sweet As’ campaign was developed by Host to help Air New Zealand build a database of Kiwis living in Australia and in the process connect the expats with their families across the Tasman. Describing the campaign as brillant and quirky, the judges awarded Host’s work for its link between ‘brand values, digital media and human emotions’. The execution was noted for its innovative use of new media, with Kiwis able to send a messages via the website to family in Australia which were then displayed on high profile digital billboards in Sydney and Melbourne. The weird and wonderful messages that were sent contributed to the strong results – over its four week duration the campaign reached 5% of the ex-pat Kiwi population and achieved an opt-in rate of 81% that exceeded expectations.
Automotive
Honda CR-V - Zenith Optimedia and Honda Australia
http://showcase.draftfcb.com.au/honda/crvdj/
ZenithOptimedia won the Automotive category for the second year in a row with its CR-V campaign for Honda, which steered clear of the traditional retail and comparison environments of online auto advertising. Research of the young target audience revealed that a key part of their online behaviour involved looking for escapes from their hectic schedules – restaurants, holidays and entertainment – so ZenithOptimedia created an online ‘time out moment’ to reach them in the form of an online DJ application. The application leveraged the strong musical element of the original TVC and allowed users to submit their compositions in the hope of winning a major prize. Supported by a range of online tactics including teasers and spots on CitySearch and BigPond, the judges were impressed by the application’s interactive nature and the strategy’s movement away from the traditional auto advertising areas. At the campaign’s height unit sales of the CR-V doubled and it became the highest-selling model in its category.
Consumer Goods
VRaw - OMD and Frucor Beverages Ltd
http://www.myspace.com/vraw
OMD worked with Frucor Beverages to develop the VRaw community as part of an online strategy to drive growth and relevance for V energy drink amongst its target Generation Y audience. Working with online partner MySpace, OMD used the natural synergies between the product, media mix and audience to create the jobs program VRaw, an online hub which offered young people the shot at a dream job with the likes of Universal Music or Rolling Stone. The credibility of these brand partnerships gave VRaw a genuine reason to exist in social networks and regularly appear on consumer blogs/forums, extending the reach of the campaign at no cost and contributing to the strongest recorded sales of V in three years. The media mix was recognised by the judges as being well planned and the campaign was thought to have broken new ground, especially considering it was able to achieve such strong results without the use of TV.
Financial Services
First Home Buyers Guide - Mindshare Interaction and ING Direct
http://www.domain.com.au/firsthomebuyers
Mindshare Interaction developed the First Home Buyers Guide campaign to help ING Direct cut through the competitive mortgage market and its cluttered advertising space. The campaign aimed to speak solely to First Home Buyers (FHB), a decision applauded by the judges for its logic, considering the domination of the mortgage market by Australia’s traditional banks. Positioning of the campagn was critical and Mindshare Interaction opted to establish a microsite within domain.com.au to take advantage of that site’s existing audience of property hunters rather than spend time and money pushing users to another site. Using material created by ING, the campaign site featured auction results and suburb profiles, fully branded PDF download checklists and a blog. The partnership strategy was successful, with the microsite receiving 305,000 unique visitors between May and December in 2007.
Fusion
Kevin07 Election - New Dialogue and Australian Labor Party
http://www.newdialogue.com.au/iab08/alp/
New Dialogue was given one clear cut objective when they were handed the Labor account - put the new ALP leader Kevin Rudd, and his team, in government. Working with IKON Communications and STW, a digital communications strategy for Kevin 07 was launched, using a media mix that reflected the freshness of the ALP and its leader. The detailed execution of the campaign impressed the judges, and included the use of mobile and eDM to target electorates with local information and bringing the ALP message to young voters via social networks such as Facebook. In November 2007 the ALP was returned to government with the biggest swing result in its history and judges agree that New Dialogue’s campaign played a big part in contemporising and differentiating the party and its messages and therefore contributing to its win.
Travel, Entertainment and Leisure
Traveltainment - Carat and Tourism Australia
http://travelaustralia.ninemsn.com.au/
Tourism Australia asked Carat to create a campaign that would present different images of Australian holiday destinations, with the aim of encouraging more Australian’s to holiday in their own backyard. Targeting the ‘Experience Seeker’, Carat coined the term ‘Traveltainment’ to conjure up images of unlimited travel choices, creating a variety of Traveltainment ideas to engage consumers in ongoing conversations across multiple touchpoints. The campaign included content driven websites, travel blogs, UGC tools, vignettes and custom published magazines, each including a URL as a call to action to learn more. The campaign reached more than 1.2 million Australians online and as a result the amount spent on domestic travel increased 9% during 2007 to reach $58 billion.
Search
DELL Search - dgm Australia and DELL
http://www1.ap.dell.com/content/default.aspx?c=au&l=en&s=gen
dgm Australia took out the inaugural Search category with its Dell Search ANZ campaign which, in keeping with Dell’s requirements for any of its marketing activity, had to demonstrate an increase in Return on Ad Spend (ROAS). dgm began with in-depth analysis to establish SEM’s position within the media mix and to what extent it was affected by the ‘halo’ of activity in other media channels. It was this multi-channelled analysis that allowed dgm to recognise the impact of this activity and optimise timing and media messages accordingly. The use of multi-variant testing that was initiated across search copy and landing pages was also praised by the judges. Aiming to remove any guesswork from communicating with potential consumers, the campaign allowed Dell to effectively test thousands of combinations of messages, landing pages and consumer offers at one time thus increasing ROAS by over 50%.
