Sydney-based agency Webling Interactive has taken top honours in IAB Australia’s Creative Showcase Round 9.4 for the “My Garden” app developed for Yates gardening company.

News Corp Australia has taken second place for its extremely creepy mobile interaction for the game “The Evil Within”.

“This was the round of the mobile, with apps and phone calls leading the way,” said Mike Zeederberg, chair of judges for Creative Showcase and the driving force behind the event.

The Yates ‘My Garden’ app was developed for tablet and mobile devices and is available from Google Play and iTunes. It gives both the novice potter and seasoned pro a trove of garden advice at their fingertips, offering tools, plants, solutions and inspiration for gardening dilemmas. It includes a unique garden visualiser that lets the user search for a particular plant type, before overlaying the plant of choice on an image of their garden.

“The winning entry provided fantastic utility to gardeners, as well as delivering a strong product message at the perfect moment, showing a best-practice example of how brands can be useful and sell product at the same time,” said Zeederberg.

For the launch of the new game “The Evil Within” by Tango Gameworks and Bethesda, News Corp Australia developed a single-day mobile campaign across all its digital properties. “The Evil Call” took users to a link that simulated a phone call from a terrified person trapped within the game. The campaign garnered 460,000 views and a 26 percent interaction rate on its single live day.

“The idea to mimic the call screen on the phone is so brilliantly simple and original. The creative itself is clever and pretty damn creepy too,” said judge Lachlan Pottenger, creative director at FIRST digital.

The bi-monthly IAB Creative Showcase competition series 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 here.

Creative Showcase 9.4 Winners

First place

Creative agency: Webling Interactive

Brand name: Yates

Second place

Creative agency: News Corp Australia