GPY&R Melbourne was the leader of seven winning agencies that took home awards from the Advertising Bureau (IAB) Awards this evening, winning the coveted Best in Show for Mobile Medic.
The interactive campaign created for Defence Force Recruiting not only scored the top title, but also won the Mobile Platform or App category.
The industry gathered at the Star Event Centre for the awards that seek to recognise innovative creativity in digital marketing.
The judges said it was the rigorous research and insight into the target audience of medical students that led to the effectiveness and success of the campaign.
Samantha Yorke, acting CEO of IAB Australia commented on the win: “GPY&R Melbourne is to be applauded for its brave and polished mobile campaign execution. Its use of augmented reality for educational purposes was truly innovative but most importantly it delivered clear and tangible results for Defence Force Recruiting – and that is what interactive advertising is all about.”
Mobile Medic has now become a multi-award winner, earning an Integrated Bronze Lion at Cannes last year.
GPY&R Melbourne's work for Schweppes Australia and its Cocktail Revolution campaign was named the best in the Brand Destination Site category.
Leo Burnett scored a hat trick with its Volunteer to Promote Volunteering campaign for SEEK, winning for Brand Awareness & Positioning, Not for Profit, and Direct Response & Lead Generation.
Oak’s Reverse Robbery won the Brand Loyalty & Retention and Social Media Marketing categories for The Monekys, while their Ice Break Drag ‘Em campaign for Parmalat won them the Branded Content field.
Russ Tucker from TBWA/Digital Arts Network took over as Chair of Judges this year, with the panel seeking to recgonise bold moves and risk takers.
IAB Australia Awards 2013 Winners
Best in Show
Category: Mobile Platform or App
GPY&R Melbourne – Defence Force Recruiting: Mobile Medic
Category: Brand Awareness and Positioning
Category: Not-for-Profit / Public Service
Category: Direct Response & Lead Generation
Leo Burnett Melbourne – SEEK Volunteer: Volunteer to promote volunteering
Category: Brand Destination Site
GPY&R Melbourne – Schweppes Australia: Cocktail Revolution HQ
Category: Brand Loyalty & Retention
Category: Social Media Marketing
The Monkeys – Parmalat: OAK Reverse Robberies
Category: Branded Content
The Monkeys – Parmalat: ICE BREAK Drag Race ‘Em
Category: Cross-Platform Integration
Category: Product Launch
AnalogFolk – Casella Family Brewers: The Perfect Lager Project
Category: Rich Media & Digital Video
Soap Creative – Roadshow Films: Expendables 2: Deploy & Destroy
Category: Search Marketing – Organic Search
Reprise Australia – Australian Government – MoneySmart: Helping Australians Reclaim Their Money
Category: Search Marketing – Paid Search
Agency M – Foxtel: Foxtel Call Tracking
Creative Showcase Grand Prix award
Reactive – Save our Sons & Duchenne Foundation: The Most Powerful Arm
Contributing agencies: Havas, Finch and Red.
The major sponsor for the 2013 IAB Awards is MCN Digital. Category sponsors include Adap.TV, Google, Mi9, Fairfax Media, Telstra Media, Innovid, REA Media, and Facebook.