Besides creativity, the judges at the IAB Australia Creative Showcase 6.5 competition looked at how innovative and interactive the campaigns are in engaging the online visitors; and chose The Monkey’s innovative campaign, The Ultrabook Temptations as the top initiative in interactive creativity and imagination. Second place in that competition was snapped by Soap Creative for its fun, interactive Streets Cornetto Enigma campaign which helped reveal Australia’s soft side. Tequila was awarded third place for its development of the Facebook application Children’s Timeline for Children’s Panadol, to help parents celebrate and share all their children’s special milestones.
Talking about the event, Chair of Judges and managing director of Zuni, Mike Zeederberg said, “Creative Showcase 6.5 was the round for Facebook integration and viral video with nearly all of the entries incorporating one or the other. Ultimately the idea behind The Monkey’s campaign of watching people do random stuff in pursuit of a reward won over the majority of the judges, the runner up campaigns with Shazam tagging and the easy creation of cute videos of babies were very close contenders.”
In the winning campaign The Monkey’s responded to Intel’s challenge to see how far someone would go for a new Ultrabook by staging six social experiments across Australia, Indonesia and Thailand using Ultrabooks as bait. The Monkey’s created the Intel Ultrabook challenge, consisting of a range of social experiments to see just how far someone will go for a new Ultrabook. To win a new Ultrabook, entrants needed to shrug off social stigmas and step out of their comfort zone. More specifically the psychological studies were all devised to make participants portray the human qualities of Determination, Power, Daring, Excitement, Persistence and Persuasiveness with a separate social experiment set up to challenge each of these attributes. The campaign was a great success with the experiments viewed over 1.5 million times in the first ten days, shared thousands of times on Twitter and Facebook and securing more than 250 pieces of media coverage.
Soap Creative’s Enigma campaign successfully integrated different digital platforms and a large soft bear to create a viral sharing impact and boost sales of Streets Cornetto’s Enigma ice cream. This local digital campaign successfully incorporated Shazam, a range of social media activities and competitions, viral videos of a guy wearing a giant teddy bear suit and a Kinect Experience at Future Music Festival to spread the word. The outreach was huge with 250,000 You Tube views, over 25 million rich media views and the highest value sales on record since 2007.
Tequila successfully developed the Children’s Timeline application to coincide with the new Facebook Timeline, which allows parents to collate special moments into a personalised timeline of their child. The application uses smart technology to scan their Facebook profile for any images of their child and then collate the photos into a timeline based on when the images were uploaded. It also allows parents to set milestone markers for special occasions in the child’s life and a completed photo timeline can then be turned into a personalised video, which parents can share with their closest family and friends on Facebook.