ZenithOptimedia and Publicis were thrilled last night taking home with 5 of the 11 IAB awards, including best in show for Lion Nathan’s 6 Beers of Separation. All in all it was a great night, and thanks to the IAB for such a great party. The awards we were successful in achieving are listed below. Category: Branded Content
Campaign: Tooheys Extra Dry – Six Beers of Separation
Client: Lion Nathan
ZenithOptimedia challenged its target audience of 18-24 year old males to prove the theory of ‘6 Beers of Separation’. Born from the notion that everyone in the world is connected by six degrees, could you meet the person on the planet who inspires you the most, in six steps or less, simply by meeting different people over a beer? Four people were given the opportunity to go on this journey, armed with a six pack, travel money, a camera crew, and 18 days to prove it. The campaign ran for nine months with 20 per cent of overall media budget allocated to digital. ZenithOptimedia created a mobile site and episode content was featured across iTunes, social media sites such as Facebook and YouTube as well as Foxtel television. Traversing 150,000km over three Continents, the campaign proved a huge success. Video content has been viewed 700,000 times and there have been 630,000 unique visits to all digital destinations, 21,398 downloads from iTunes and yes, four people did get to meet their idol.
Credit also goes to the great folk at BMF, Myne, @ Radical and Holler Sydney for all their excellent ideation and creative execution.
Brand Loyalty and Retention
Agency: Publicis Mojo and Virgin Mobile
Campaign: Member’s Lounge
Client: Virgin Mobile
Bringing to life the “Retention is the new Acquisition” motto, Publicis Mojo and Virgin Mobile created a destination mobile site to engage and reward existing customers. The Member’s Lounge site captured the vitality of the Virgin brand, loading it with inspirational lifestyle cues for an experience-seeking urban audience. With initiatives such as Free Beer Fridays – giving customer free beer just for being a member – the site proved extremely popular. Well over a quarter of the entire Virgin Mobile customer base has visited the site since its launch in September 2009 and monthly visits has been well above target, averaging 85,000 unique visits, while repeat visits sits at 25 per cent per month. Brand Destination Site
Agency: Publicis Mojo Melbourne
Campaign: The Adventures of Freddo
With an 80 year history of branding in Australia, Cadbury and Freddo needed to connect with the younger generation. Publicis Mojo Melbourne created an interactive narrative adventure with activities and games where families could explore and engage with the brand. Daily three minute episodes were uploaded, triggering content-related games, puzzles and activities. At the end of each episode, children were encouraged to switch off and go outside, with printable activities to keep them thinking, creating and staying active. The site successfully targeted children and parents with 60,000 Australian families registering to be part of the adventure. Over the course of the campaign, 500,000 episodes were viewed and 15 million minutes were spent in Freddo’s online world – that’s an astounding average of 20 minutes spent per visit to the site. Cross-Platform Integration
Agency: Publicis Mojo Melbourne
Campaign: The Art of Walking
Client: Tourism Victoria
Publicis Mojo Melbourne’s campaign for Tourism Victoria not only succeeded in the judges eyes, it has been dubbed the most successful Tourism Victoria competition ever. The centerpiece of the campaign was a 48-minute feature-length documentary. Users were given the chance to watch The Art of Walking in bite-size pieces, as well as discovering exclusive web videos, photos and diary entries, all mapped using Google. An online content aggregation plan added exponential visibility and distribution, with over 220 pieces of content uploaded to YouTube, Flickr, and GoogleMaps. Results include the competition element of the campaign generating over 15,500 unique entries, the Art of Walking documentary being distributed to 400,000 readers by Fairfax, and the National Geographic Channel is broadcasting the film in 16 countries in 2010.