Under 30s called to enter ADMA competitions
The Association for Data-driven Marketing and Advertising (ADMA) is calling for under 30s to enter its 2013 Young Creative and Young Marketer of the Year competitions.
The announcement:
The Association for Data-driven Marketing and Advertising (ADMA) is using the latest augmented reality technology to encourage under 30s to enter its 2013 Young Creative and Young Marketer of the Year competitions.
High-Five the Ad World is an interactive campaign featuring posters of Adam Ferrier, Founder, Naked Communications; Sudeep Gohil, CEO and Partner, Droga5; Ian Kennedy OAM- Direct Marketing Hall of Fame 1990; Lucinda Barlow, Head of Marketing, Google; and Jodie Sangster, CEO-ADMA, all giving a high-five.
Posters of the advertising/marketing execs ‘come to life’ via augmented reality technology when a campaign entrant views the poster via their Smartphone.
The viewer is encouraged to download the app and high five the executive in the animated poster (an accelerometer in the technology makes this possible) and then enter the competition.
The High Five the Ad World concept is the brain child of McCann Senior Copywriter Damon Porter, who won ADMA’s inaugural Young Creative of the Year competition in 2012 on the strength of this idea.
The world leader in the industry, Explore Engage, creators of the Transformers 3 Defend the Earth app, created the augmented reality technology for the campaign.
“With the rise of smartphone use we are embracing the very exciting area of augmented reality with our promotion of the 2013 Young Creative and Young Marketer of the Year campaigns,” said ADMA CEO Jodie Sangster.
“It’s important to find new and exciting ways to capture the attention and imagination of young creatives and marketers, and the mobile phone really works for them. High Five the Ad World is a fun and engaging concept for entrants and the use of the accelerometer to capture the high five, combined with AR technology, is a new concept.
“We are delighted to bring Damon’s campaign to life and partner with Explore Engage to bring this campaign to life and be part of something that has not been done in the Australian market before,” she added.
“High Five the Ad World was based on the insight that winning Young Creative or Young Marketer of the Year earns you instant industry recognition. So I created a campaign that allowed you to experience what it would be like to win one of these big awards. You simply stick your mobile up at the interactive poster and high five the best in the industry,” said Damon Porter.
“ADMA got Explore Engage on board who specialise in this type of technology. They scoured the world to bring back technology that combines augmented reality, accelerometer technology and 3D Mapping (an Australian first), which has taken my idea to another level,” he added.
Breathing life into static images
“Augmented reality allows us to breathe life into static images; in this case, we can allow the advertising executive to speak to you and high five. AR allows us to understand the three-dimensional space around the poster; adding in the accelerometer allows us to exactly capture the high-five moment. It’s pretty cool,” said Paul Kouppas, Explore Engage’s Chief Technological Officer.
The posters have now been distributed to marketing and advertising agencies throughout Australia. Entrants have until Friday 16 August to enter the 2013 ADMA Young Marketer and Young Creative of the Year.
The apps are available to download from the Apple AppStore and Google Play Store:https://itunes.apple.com/us/app/instacred/id659271772?ls=1&mt=8
https://play.google.com/store/apps/details?id=com.exploreengage.instacred
Source: ADMA press release
