Leo Burnett Sydney triumphs at IAB Awards

By By Wenlei Ma | 20 July 2012

Leo Burnett Sydney claimed the Best in Show prize last night at the Interactive Advertising Bureau Awards for its Census 'Spotlight' campaign.

In addition to top gong, the agency also won the Brand Awareness & Positioning, Brand Destination Site and Rich Media & Digital Video categories for 'Spotlight'.

Soap Creative took home the Creative Showcase Grand Prix award for its Lynx Anarchy 'Invisible Ad' campaign. Soap and Leo Burnett's campaigns will be entered into the US MIXX Awards in October.

Soap also won the Product Launch category for its Cornetto Enigma campaign.

Other double winners on the night include Ikon Communications which took out the Mobile Platform or App category for Fanta 'Playzone' and the Social Media Marketing category for Coca-Cola 'Share a Coke'.

IAB chief executive Paul Fisher said: “The calibre, quality and ingenuity of entries in this year's IAB Awards once again surpassed expectations. We are proud to be part of such a growing and inspiring industry.

"Each year we are impressed with the standard of interactive advertising campaigns and this year is no exception.

“Leo Burnett Sydney's 'Spotlight' campaign for the Australian Bureau of Statistics is a great case study for marketers as it succeeded in taking the somewhat dry activity of the national Census and sparking engagement in a broadly unengaged audience. This campaign skillfully built a range of interactive platforms that illustrated how engaged participation in the Census could have personal benefit to the individual, resulting in outstanding success.”

2012 IAB Australia Awards Winners
 
Brand Awareness & Positioning
Brand Destination Site
Rich Media & Digital Video
Best of Show
Leo Burnett Sydney
Spotlight - Australian Bureau of Statistics

Direct Response & Lead Generation
303Lowe
Rent - IKEA

Product Launch
Soap Creative with Mindshare & Ensemble
Cornetto Enigma - Unilever

Brand Loyalty & Retention
Whybin\TBWA\Tequila
The Pedigree Adoption Drive - Mars Petcare

Cross-Platform Integration
ZenithOptimedia with Holler Sydney
Kick For Your Country - Heineken

Branded Content
The Monkeys
The Ship Song Project - Sydney Opera House

Search Marketing - Paid Search
UM Australia and Reprise Media 
Beating the Big Four - ING Direct

Search Marketing - Organic Search
FirstClick Consulting
Mission Migration - CMC Markets
 
Social Media Marketing
Ikon Communications with Ogilvy, Wunderman & Naked Communications
Share a Coke - Coca- Cola

Mobile Platform or App
Ikon Communications with Webling, Ogilvy & Naked Communications
Fanta Playzone - Coca-Cola

Tablet Marketing
Nomad with Deepend
Wilderquest Animal Discovery - NSW National Parks and Wildlife

NFP / Public Service Category
George Patterson Y&R Sydney
Signed Finds - St Vincent de Paul Society

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