303 picks up a category award for their ORS 'Enjoy the Ride' campaign at the IAB Awards
DDB Sydney has scooped the prestigious Best of Show with its "Making Tracks" campaign for Tourism Australia, beating out a record number of entries to scoop the title. The campaignalso won the Social Media Marketing category award. Droga5 was named as the winner of the Creative Showcase Grand Prix award for its Brew by Feel campaign.
Adds Mark Uncles, Professor of Marketing at the University of New South Wales and Chair of Judges for the 2011 IAB Australia Awards: "DDB Sydney's campaign for Tourism Australia was inspired and imaginative in its use of social media to create a live, engaging and compelling experience; for online audiences it gave them a sense of personal access to our tourist icons and Australian hospitality. This campaign is a fine example of the creativity that can be released when digital platforms and social media are successfully combined."
DDB Sydney's Best of Show winning entry and Droga5's Creative Showcase Grand Prix campaign will now proceed to the US MIXX 2011 Awards which will be judged on 4 October 2011 in New York.
Previous IAB Award winners have achieved great success at the MIXX
Awards, including last year's IAB Best of Show winner, ZenithOptimedia,
who won a silver MIXX award in the Branded Content category for its work
on the Lion Nathan '6 Beers of Separation' campaign. The 2010 Creative
Showcase winner Visual Jazz also won a MIXX bronze in the Interactive
Video/Online Commercial for their work on the Jay Jay's "Dance Off 3D"
2011 IAB Australia Awards Winners List
Category: Social Media Marketing AND Best of Show
DDB Sydney - Making Tracks; Tourism Australia
Category: Brand Awareness and Positioning
Droga5 - Brew by Feel; Carlton & United Breweries - Cascade
Category: Direct Response and Lead Generation
Deepend - Lick-A-Prize 2010/11; Unilever - Streets Paddlepop
Category: Product Launch
BCM - The Art of Shaping; Triumph International
Category: Brand Loyalty and Retention
Starcom -Whiskas Pledge; Mars Petcare
Category: Brand Destination Site
The White Agency - The Commonwealth Bank Property Guide; Commonwealth Bank of Australia
Category: Cross-Platform Integration
Publicis Mojo Melbourne - MAXIBON Man-Chew; Nestle Peters Ice Cream
303 Group - Enjoy The Ride; Office of Road Safety
Category: Search Marketing (Paid Search)
Maxus - In Our Nature Acquisition; Shangri-La Hotels and Resorts