Congratulations to all the winners at the 2013 IAB Australia Awards 2013 held in Sydney on 11 July 2013 at The Star Event Centre. Take a look at these one page case studies to learn a little bit more about the award-winning campaigns.

1. Best in Show Winner
Mobile Platform Winner
Mobile Medic
Agency: GPY&R Melbourne
Client: Defence Force Recruiting
The Problem
The Australian Defence Force (ADF) is on a permanent mission to find high quality
candidates, with Medical Officers being a critical role for recruiters to fill. In order
to drive applicants, the Defence University Scholarship (DUS) was set up but
application numbers were significantly below expectations.
The Solution
In the civilian world medical students more often than not have to wait up to nine
years to get ‘their hands dirty’ and apply their skills. This is a real source of
frustration for medical graduates whereas Defence University Sponsorship
students are empowered to practice ‘hands on’ medicine straight after graduation.
Thus the campaign focus was to dramatise the fact that a career in the ADF would
enable graduates to apply their medical knowledge from day one.
To reach the time-poor and highly intelligent audience, GPY&R Melbourne created
the world’s first medically diagnosable advertising: ‘Mobile Medic’. Less of an ad
and more of an immersive medical test, it paired a mobile app with outdoor
creative and online microsites using image recognition layered into Augmented
Reality technology to challenge participants by plunging them into diagnosing a
true-to-life set of medical emergencies and enquiring into the DUS.
The Results
Mobile Medic has been one of the ADF’s most successful campaigns. In the first
two months, the app was downloaded over 8,000 times, 64% of eligible students
reported considering a career in the ADF and 71% who participated in the road
shows requested more information. All in all it exceeded campaign expectations
and delivered on the key objective of the campaign; to drive positive awareness of
the scholarship and to inspire prospective students to pursue a career in the ADF.
http://awardurl.com/mobilemedic/

2. Brand Awareness and Positioning Winner
Direct Response and Lead Generation Winner
Not for Profit Winner
Volunteer to Promote Volunteering
Agency: Leo Burnett Melbourne
Client: Seek Volunteer
The Problem
SEEK Volunteer, a not-for-profit website that enables charities to find
volunteers free of charge, wanted to get more people signing up to
volunteer its website. The brief was specific. Volunteer sign ups and
monthly registrations needed to increase by 25% and awareness needed to
increase by five percentage points to 22%. And all this had to be achieved
with the lean not-for-profit budget of 70 thousand dollars.
The Solution
Taking inspiration from their Seek Volunteer’s ethos, the strategy was to
promote volunteering by enlisting media owners, celebrities and individuals
to volunteer their time and resources to help. The campaign message was
purposely constructed so that any media organization, company, celebrity
or individual could take it and apply it to any medium, anywhere.
An integrated online media kit was created and soon started to infiltrate the
mainstream media, including super-sites, transit, posters, cinemas,
packaging, as well as online, press and magazine, cafés, lift and digital
screens, TV, radio and news presenters. Thousands instantly became media
volunteers simply by volunteering their social media spaces to display the
message.
The Results
Described by the IAB Awards judges as “clever, effective and contagious”,
the campaign was a huge success with over 60 media brands and 150
organisations volunteering space. 20,840 registrations were received
resulting in 5,210 new volunteers during the campaign period. Awareness
also rose reaching 34% – up from previous historical rates of 17%.
www.youtube.com/watch?v=R9MAu_oeZdo&feature=youtu.be

3. Brand Loyalty and Retention Winner
Social Media Marketing Winner
Oak Reverse Robberies
Agency: The Monkeys
Client: Parmalat
The Problem
Oak drinkers had a problem. A change in ownership had left OAK flavoured
milk without distribution. It was disappearing from convenience store
fridges. The OAK Facebook wall was flooded with complaints from fans who
were up in arms about the lack of availability of their favourite milk but with
the category in rapid decline, shopkeepers were showing limited interest in
stocking it.
The Solution
With a campaign objective to secure distribution for OAK in twenty stores
where consumer demand was highest and changing the perception of
skeptical shopkeepers, The Monkeys opted to use Facebook to seed a
creative idea and then to execute the campaign placing power in the hands
of its customers. A manifesto was published on Facebook and OAK fans
were invited to nominate stores in need of a Reverse Robbery - turning
robbery on its head by forcibly stocking convenience stores with OAK. Each
Reverse Robbery was videoed and shared online.
The Results
The campaign achieved an impressive 60 new stores for OAK, which
resulted in a thirteen times return on investment. OAK’s Facebook fans were
highly engaged, submitting over 3,000 requests for a Reverse Robbery,
equating to a 30% response rate that superseded the 2% target. It also
doubled OAK’s Facebook fan base and scored No.2 on YouTube’s coveted
‘Entertainment’ category.
www.thisisourawardentry.com/awards/oakrr/

4. Brand Destination Site Winner
Cocktail Revolution HQ
Agency: GPY&R Australia
Client: Schweppes Australia
The Problem
Schweppes wanted to raise awareness and drive sales for its mixer products
amongst a younger demographic for whom mixing and making drinks at
home was not part of their usual drinking behaviour.
The Solution
GPY&R set out to rejuvenate the cocktail making experience by creating a
‘Cocktail Revolution’ to break the cycle of ‘safer’ beer and wine drinking and
encourage creativity through making bespoke drinks at home. To make the
campaign authentic and relevant to the target audience, partnerships were
formed with three of Australia’s hippest lifestyle publishers, Vice,
Broadsheet and Everguide, to create a program of inspirational video
content, recipes and practical advice for mixing at home with friends. This
was bought together at www.cocktailrevolution.com.au which was
promoted and supported by TV, Facebook, Twitter, billboards and YouTube.
The Results
Results surpassed both client and the agency expectations, with the judging
panel noting that it was a great example of “consistent story telling from
start to finish that was well executed from every aspect.” Sales of
Schweppes Mixers range increased 8.8% year-on-year, equating to a dollar
value of $130 million. Since launch, Cocktail HQ has recorded an average of
40,000 monthly unique visitors. The revolution also helped to rejuvenate
Schweppes’ overall digital presence with more than 30,000 Facebook Fans
joining since the launch of the campaign.
http://awardurl.com/cocktailhq/

5. Branded Content Winner
Ice Break Drag Race ‘Em
Agency: The Monkeys
Client: Parmalat
The Problem
Ice Break Iced Coffee already had an established brand association with all
things motor thanks to its tag line “Adds a Motor to Your Day”. The client
brief was to devise a motor-related initiative to create content, build
engagement and time spent with the brand, and tie-in with Ice Break’s
annual motor-based giveaway promotion.
The Solution
At the heart of the campaign were the prizes of four classic Aussie muscle
cars. These cars would be used to leverage and create content to engage
and delight Iced Break fans. A two month promotional campaign was
launched to settle a crowd-sourced ‘score’ to be settled by a drag race. Two
of the cars were customised to represent the selected ‘Drum Solo vs Guitar
Solo’ score, with fans involved in the process every step of the way. By
creating specially crafted content focused around the prizes, a personal
connection with the cars was made and interest kept spiking, ensuring
campaign awareness and anticipation as the giveaway date approached.
The Results
The panel of judges noted that this “funny” and “well-pitched” initiative
“bought the brand to life and was perfectly pitched at its core fan base”.
Fans were so invested in the campaign that a second ‘score’ was crowd-
sourced to build on momentum and interest. This resulted in the Ice Break
‘Drag Race’ Promo being the most successful on-pack promotion Ice Break
has even run, with a phenomenal 400,000 entries.
www.thisisourawardentry.com/awards/ibdragrace_brandedcontent/

6. Cross Platform Integration Winner
Product Launch Winner
The Perfect Lager Project
Agency: AnalogFolk
Client: Casella Family Brewers
The Problem
Casella were famous as winemakers but wanted to enter the premium beer
market for the first time with a new boutique lager. In a category that is
dominated by history and heritage references, the agency was tasked with
finding a modern way to launch a brand in a challenging and increasingly
crowded and promiscuous market.
The Solution
The campaign addressed Casella’s lack of beer making credentials head on
by inviting beer lovers to help create the ‘Perfect Lager’. A hybrid mobile
app was created that allowed people to rate the perfection of beers using
advanced image recognition. Over 100,000 data points were submitted and
fed to the brewers who then created two potentially perfect lagers. The two
lagers were handed over to loyal fans to sample and vote on their favourite
using social media. The two lagers were launched at a media event
attended by Australia’s most renowned beer experts who were each sent
personalised video invitations.
The Results
The Perfect Lager project generated over two million conversations and
over 10 million earned impressions via PR and social media, created over
20,000 fans on Facebook and ensured the biggest single sales week of any
new Australian beer in 2012 with Dan Murphy’s naming it “Australia’s most
innovative lager”. The campaign was widely praised by the judging panel
who lauded its “fresh approach that used inherent brand heritage weakness
to its advantage”.
www.awardsite.net/perfect/

7. Rich Media and Digital Video Winner
Expendables 2: Deploy & Destroy
Agency: SOAP Creative
Client: Roadshow Films
The Problem
SOAP Creative was tasked to engage a male 15-30 target audience with the
blockbuster movie, The Expendables 2: Deploy & Destroy, get them to
watch the movie trailer, share information about the film with their peers
and ultimately drive them to buy a ticket. The challenge was to cut through
the noise of a crowded market, with a movie trailer that didn’t hit the usual
mark of muscle and explosions, to create social buzz and encourage ticket
sales.
The Solution
As gaming is a key passion of the target audience, this was put at the very
centre of the campaign. An Expendables 2 ‘Tower Defense’ game was
created with the trailer for the movie placed in the game and the game
itself placed on sites where movie tickets could be purchased. This game
became the media channel, acting like a viral video that would be viewed,
shared and embedded on hundreds of other sites. This was complimented
by a Facebook competition and a cinema/TV advert.
The Results
The game had over 10 million visits in the first two months with the average
session lasting more than 13 minutes - hugely impressive in the age of 15
second viral video clips. There were 100,000 shares to Twitter and Facebook
and 220,000 bought tickets. As the judges noted, “It had perfect pitch and
tone, relevant to the target and the film that delivered very real return on
investment”.
http://boxofsoap.com/entries/expendables2/

8. Organic Search Marketing Winner
Helping Australians Reclaim Their Money
Agency: Reprise Australia and UM
Client: Australian Government - MoneySmart
The Problem
The MoneySmart website wanted to make Australian’s aware of the millions
of dollars in unclaimed money from old bank accounts, shares and
insurance policies and show them how to determine what was rightfully
theirs, as well as drive them to the MoneySmart website.
The Solution
A key barrier was consumer apathy so the content had to be innovative and
rich in order to encourage engagement with this dry subject matter. Before
a campaign could be launched, the agency had to improve the natural
rankings of the website via a bespoke technical audit and complex
improvements. Once achieved, MoneySmart’s new budget tracker was
launched with a series of data visualisations demonstrating Australian’s
financial health with the “What do Australians really spend their money
on?” campaign. This was then followed up with a re-launch of the websites
‘unclaimed money’ tool, with “Australia’s unclaimed money” data
visualisation, promoted across social media, TV and radio.
The Results
Natural search ranking improvements resulted in a staggering 8,432%
increase in year-on-year organic traffic; and a 97% increase in non-organic
traffic. Within days of launch, the Moneysmart budget tracker app went to
number one in both the iTunes and Google play app stores for the finance
category, and after five months over $67 million was reclaimed. The judges
summed it up aptly noting “A great innovative approach to the content that
made a dull subject exciting.”

9. Paid Search Marketing Winner
Foxtel Call Tracking
Agency: Agency M
Client: Foxtel
The Problem
With no natural competitors, Foxtel’s marketing strategy is driven by the
need to grow its customer base by changing people’s perceptions of Pay-TV.
In order to drive performance via its phone sales efforts, the agency was
challenged to find a technology to track phones sales back to a given metric,
understand how paid search campaigns affect and can optimise phone sales
and to increase the ROI from paid search investment by 7.5%.
The Solution
Agency M worked with Foxtel to hone the requirements for a call tracking
technology. With paid search able to track phone sales by keyword,
creative, search engine, time of day and day of week Foxtel needed to map
that same data down to a suburb level to be able to provide targeted
information in its direct mail, local newspaper, Regional TV and OOH
campaigns. The second part of the strategy was to integrate this technology
with Foxtel’s paid search tracking technology. The integration between
these two technology providers was a world-first, giving Foxtel the edge it
needed to achieve its ROI target.
The Results
The campaign completely transformed the way Foxtel conducts its pay per
click marketing. By gaining a clear view of what channels were performing,
Foxtel is now able to adjust its investment to maximise return and now can
manage all digital marketing activity more effectively. The panel of judging
commended the “innovative approach” and their deep understanding of the
value of the search channel.”

10. Creative Showcase Best of the Best Winner
The Most Powerful Arm
Agency: Reactive
Client: Save our Sons
The Problem
Duchenne Muscular Dystrophy (DMD) affects 1 in 3,500 children which
causes a progressive deterioration of muscles. Reactive's aim was to start a
petition to involve the Australian Government to create a policy on DMD
and match the money raised by parents-charity "Save Our Sons", dollar for
dollar.
The Solution
With this, they built a robotic arm that connects to Facebook so that all the
sufferers as well as the public can sign the petition making the use of
innovative technology that turns signing the petition into an experience.
Offline PR was also used which brought the story onto national television,
newspapers, radio and blogs. Morning and daytime shows and formats with
strong editorial content also responded strongly.
The Results
This campaign reached more than 20,000 signatures in only ten days
(32,008 overall) which has been put forward to the Australia Government,
posted on over 300 blogs, covered on primetime television, in almost every
national newspaper and had over two million Facebook impressions.
Awareness levels have grown exponentially and the web users donated
more than $24,000.
www.themostpowerfularm.com