The Monkeys and Leo Burnett Melbourne have dominated the finalist list for the 2013 IAB Australia Awards, snaring four finalist spots each across the 13 categories. A further 19 agencies were named by IAB Australia as contenders in the Awards which reward the most innovative and effective online advertising and marketing campaigns run in Australia over the last twelve months.
MEC, Deepend, GPYR Melbourne, Soap Creative and AnalogFolk have received three finalist spots each. A complete list of finalists can be found below.
FMCG has dominated the Awards finalist list this year, with over a third of the finalist’s campaigns being delivered for this category. Tourism has also shown strong growth, as well as the Government sector and Not for Profit organisations.
Samantha Yorke, Acting CEO of IAB Australia commented: “Our theme this year in the Awards is around bravery and there is no doubt that many of the finalists have shown the effectiveness of bravery in digital campaigns. They are to be congratulated for their efforts and I wish them all well as they vie for the much coveted winners trophies and the ultimate accolade of Best in Show."
The winners will be announced at the Awards on Thursday 11th July 2013 at The Star Event Centre in Sydney. Tickets are expected to sell out as in previous years and are now available for purchase from the Awards website – https://iab.awardsplatform.com/tickets/
The campaign deemed ‘Best in Show’ of all category winners will be announced on the Awards night, as will the winning campaign of the IAB Creative Showcase. Both the Best in Show winner and Creative Showcase winners will be entered into the IAB US MIXX Awards and will receive flights to New York to attend the Awards gala dinner.
The 2012 IAB Australia Best in Show Winner was Leo Burnett with its “Australian Census” campaign for the Australian Bureau of Statistics, while Soap Creative was named the Best of the Best Creative Showcase winner for its Lynx Anarchy campaign. Other 2012 IAB Award winners, including TBWA\Tequila (now known as TBWA\DAN) went on to have considerable success as the IAB US MIXX Awards, winning multiple awards. Case studies on all past IAB Award winners since 2009 appear on IAB Australia’s website: www.iabaustralia.com.au/awardwinners
The major sponsor for the 2013 IAB Awards is MCN Digital. Sponsors of the 2013 IAB Australia Awards include Yahoo!7, Adap.TV, Google, Mi9, Fairfax Media, Telstra, Innovid, REA Media, and Facebook.
IAB Australia Awards 2013 Finalists (listed by entry number)
Category: Brand Awareness and Positioning
• Leo Burnett Melbourne – SEEK Volunteer: Volunteer to promote volunteering
• The Monkeys – Parmalat: OAK Reverse Robberies
• Deepend – Victorian Government: Keep It Safe
• MEC: Paramount Pictures: Horroriffic Results
Category: Brand Destination Site
• The Works – Australian Capital Tourism: The Human Brochure
• GPYR Melbourne – Schweppes Australia: Cocktail Revolution HQ
Category: Brand Loyalty & Retention
• The Monkeys – Parmalat: OAK Reverse Robberies
• Soap Creative – Ferrero: Tic Tac’s Tiny Tasty World
• Soap Creative – Xbox Australia: Crack The Code
Category: Branded Content
• MEC – Colgate Palmolive: Colgate Equity – Colgate “clicks” with Mums
• The Monkeys – Parmalat: ICE BREAK Drag Race ‘Em
Category: Cross-Platform Integration
• AnalogFolk – Casella Family Brewers: The Perfect Lager Project
• Host – Air New Zealand: Kiwi Sceptics
• Host & One Green Bean – LEGO: LEGO Festival of Play
• UM Australia, Soap, JCDecaux, Tapit – Xbox: Halo 4 – Capture the Poster
Category: Direct Response & Lead Generation
• Leo Burnett Melbourne – SEEK Volunteer – Volunteer to promote volunteering
• Reactive – Save Our Sons & Duchenne Foundation: The Most Powerful Arm
• Lavender – Westpac: 1000% Better Banner
• Clemenger BBDO Sydney – Hungry Jack’s: Hungry Jack’s Shake & Win App
Category: Mobile Platform or App
• AnalogFolk – Casella Family Brewers: The Perfect Lager Project
• UM and The Project Factory – Australian National Preventive Health Authority – My QuitBuddy
• GPYR Melbourne – Defence Force Recruiting: Mobile Medic
• Clemenger BBDO Sydney – Hungry Jack’s: Hungry Jack’s Shake & Win App
Category: Not-for-Profit / Public Service
• Deepend – Victorian Government: Keep It Safe
• Leo Burnett Melbourne – SEEK Volunteer: Volunteer to promote volunteering
• GPYR Melbourne – Defence Force Recruiting: Mobile Medic
• Southern Cross Austereo (SCA) – Transport Accident Commission (TAC): Roadtrip Forever
• UM and The Project Factory – Australian National Preventive Health Authority: My QuitBuddy
Category: Product Launch
• REBORN – Breville: THE NAKED ESPRESSO
• AnalogFolk – Casella Family Brewers: The Perfect Lager Project
Category: Rich Media & Digital Video
• Deepend – Victorian Government: Keep it Safe
• Soap Creative – Roadshow Films: Expendables 2: Deploy & Destroy
Category: Search Marketing – Organic Search
• MEC – Allianz Australia: When Penguins & Pandas Go South
• The Web Showroom – Sydney Salon Supplies: “Straightening out a legal kink with Organic”
• Reprise Australia – Australian Government – MoneySmart: Helping Australians Reclaim Their Money
Category: Search Marketing – Paid Search
• Agency M – Foxtel: Foxtel Call Tracking
• FirstClick Consulting – The Co-op: Co-op – A new approach for an old retailer
• MediaCom – Flight Centre Australia – Student Flights: Zeroing in on Student Flights target audience
• Reprise Australia – Cathay Pacific: Fighting the Right Fight in Flights
Category: Social Media Marketing
• Leo Burnett Melbourne – SEEK Volunteer: Volunteer to promote volunteering
• The Monkeys – Parmalat: OAK Reverse Robberies
• Reactive – Save Our Sons & Duchenne Foundation: The Most Powerful Arm
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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 AIMIA, Carsales.com, Fairfax Media, Google, Mi9, Network Ten, News Australia, REA Group, SBS, Telstra Advertising Network, TressCox Lawyers and Yahoo!7. 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