GPY&R Melbourne takes out Best in Show for ‘Mobile Medic’ at 2013 IAB Australia Awards
Australia: GPY&R Melbourne took out three awards including the prestigious ‘Best in Show’ for its “Mobile Medic” campaign developed for Defence Force Recruiting at the Australian IAB Awards ceremony held at the Star Event Centre in Sydney last night.
The ‘Mobile Medic’ campaign was also named the winner of the Mobile Platform or App category, while its ‘Cocktail Revolution HQ‘ campaign developed for Schweppes Australia won the Brand Destination Site category. GPY&R Melbourne was one of seven agencies who scooped awards last night.
Leo Burnett Melbourne snared three awards for its “Volunteer to promote volunteering” campaign for SEEK Volunteer, including Brand Awareness and Positioning, Not for Profit and Direct Response and Lead Generation.
Other multi award winners include The Monkeys who won two categories with its OAK “Reverse Robberies” campaign for Parmalat; and AnalogFolk who won two categories for its “Perfect Lager Project” campaign for Casella Family Brewers.
Soap Creative, Reprise Australia and Agency M were also recognised as category winners on the night.
Reactive was named the winner of the Creative Showcase Grand Prix award for its campaign “The Most Powerful Arm” for Save our Sons & Duchenne Foundation. The campaign was developed in conjunction with Havas Worldwide Sydney, Finch and Red.
GPY&R Melbourne ‘Best in Show’ and Reactive’s Creative Showcase Grand Prix winning campaigns will now be entered into the US MIXX 2013 Awards with winners to be announced on 24th September in New York.
Says Samantha Yorke, acting CEO of IAB Australia: “GPY&R Melbourne is to be applauded for its brave and polished mobile campaign execution. Its use of augmented reality for educational purposes was truly innovative but most importantly it delivered clear and tangible results for Defence Force Recruiting – and that is what interactive advertising is all about.”
The judges also commended “Mobile Medic” campaign for its rigorous research and insight which enabled them to develop the creative premise and execute it on the right platform for the audience.
The major sponsor for the 2013 IAB Awards is MCN Digital. Category sponsors of the 2013 IAB Australia Awards include Adap.TV, Google, Mi9, Fairfax Media, Telstra Media, Innovid, REA Media, and Facebook.
IAB Australia Awards 2013 Winners
Best in Show
Category: Mobile Platform or App
GPY&R Melbourne – Defence Force Recruiting: Mobile Medic
Brand Awareness and Positioning
Leo Burnett Melbourne – SEEK Volunteer: Volunteer to promote volunteering
Not-for-Profit / Public Service
Leo Burnett Melbourne – SEEK Volunteer: Volunteer to promote volunteering
Direct Response & Lead Generation
Leo Burnett Melbourne – SEEK Volunteer: Volunteer to promote volunteering
Brand Destination Site
GPY&R Melbourne – Schweppes Australia: Cocktail Revolution HQ
Brand Loyalty & Retention
The Monkeys – Parmalat: OAK Reverse Robberies
Social Media Marketing
The Monkeys – Parmalat: OAK Reverse Robberies
Branded Content
The Monkeys – Parmalat: ICE BREAK Drag Race ‘Em
Cross-Platform Integration
AnalogFolk – Casella Family Brewers: The Perfect Lager Project
Product Launch
AnalogFolk – Casella Family Brewers: The Perfect Lager Project
Rich Media & Digital Video
Soap Creative – Roadshow Films: Expendables 2: Deploy & Destroy
Search Marketing – Organic Search
Reprise Australia – Australian Government – MoneySmart: Helping Australians Reclaim Their Money
Search Marketing – Paid Search
Agency M – Foxtel: Foxtel Call Tracking
Creative Showcase Grand Prix Award
Reactive – Save our Sons & Duchenne Foundation: The Most Powerful Arm