Clemenger BBDO Melbourne’s ‘Remote Control Tourist’ has taken top honours at IAB Australia’s Creative Showcase 8.3.
‘Remote Control Tourist’, for Tourism Victoria, put four real-life explorers in Melbourne’s CBD and armed with live-streaming cameras they broadcast the requested experiences to an online audience.
In five days the campaign generated 43 million earned social media impressions, with users from 4000 cities and 158 countries using the campaign to virtual explore Melbourne.
Mike Zeederberg, Creative Showcase chair of judges and managing director of Zuni, said: "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 Monkeys came second place for their zombie-infested 'Stay Living' campaign for Boost Mobile.
The campaign generated a 162% average weekly sales increase for the client and the biggest everday and week sales web traffic. The videos notched up more than 5.3 million minutes of views.
Holler’s ‘Land of Quattro’ campaign for Audi came in third. The interactive campaign drove a 28% increase in test drives.