Clemenger BBDO’s ‘Melbourne Remote Control Tourist’ wins Creative Showcase 8.3
Clemenger BBDO’s campaign ‘The Melbourne Remote Control Tourist’ for Tourism Victoria has been named the winner of IAB Australia’s Creative Showcase 8.3, with The Monkeys’ ‘Stay Living‘ campaign for Boost mobile in second place.
Holler came in third with its ‘Land of Quattro‘ campaign for Audi.
Clemenger BBDO’s campaign explored the city of Melbourne through the eyes of four city visitors responding to social media requests ranging from making pizzas to discovering secret gigs. The interactive city guide for Tourism Victoria generated 43 million earned social media impressions within five days of the campaign launching.
Mike Zeederberg, managing director of Zuni and Creative Showcase’s chair of judges said in a statement: “The current marketing trends of tight social media integration, creating user utility and branded content (or native advertising to use its latest name) were all strongly represented in this month’s entries.
“The live experience of being able to interact with a ’remote tourist’ whilst the campaign simultaneously built significant content assets using cool technology proved to be a winner with the judges.”
The Monkey’s ‘Stay Living’ campaign generated a 162 per cent average weekly sales increase, with 5.3 million minutes of time spent watching the videos.
Holler’s ‘Land of Quattro’ campaign resulted in a 28 per cent increase in test drives, with 202,700 unique users visiting the online experience. With the 2,287 user videos generating 815,316 views, it also entered into the top 25 Australian viral video chart.
The bi-monthly IAB Creative Showcase competition series, which is sponsored by Innovid, accepts entries for work completed in the two months prior to close of judging for each round and only one campaign per agency is allowed. The winning entries are showcased at the IAB website.
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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WINS AWARDS.
But did it send tourists to Victoria.
Hmmm.
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A sideshow of an idea.
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Yet not an original idea – google EYE OF THE FAN
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