What if the stamp on the letter or gift you mail contained a video message from you? IAB thought it was a stellar idea too.
Mike Zeederberg, managing Ddirector of Zuni and Creative Showcase’s chair of judges stated, “This month’s finalists and winner epitomise the “Trends lists” for 2014 – integration of the physical and digital, the internet of things (turning your phone into a tennis racket). They’ve even resurrected the much maligned QR code and given it a whole new purpose with a great creative idea. It is a great selection of creative innovation delivering business results.”
The Clemenger BBDO idea has renovated the niceness of mailing a letter, card or gift. Its 21st century postage stamp is a video stamp.
People can upload a tailored video message and attach it to a QR code stamp, which the recipient can watch when opening the parcel. The campaign was launched around Christmas and thousands of Australians took advantage, sharing emotional messages with loved ones all over the world.
Second place in this round of the IAB Creative Showcase went to Intuition’s Game On campaign for Kia. The Kia Game On app was downloaded 194,000 times and played in more than 100 countries, pushing the app to number one in the iTunes download charts.
The Monkeys’ The Convertible Challenge campaign came third. It invited people to dream up their two-in-one product, to highlight Intel’s new laptop and tablet in one, Intel Ultrabook Convertible. All the creative ideas were submitted on a simple Facebook app that instantly generated customised graphics of the products for uploading to the gallery. The winning entry, the Boombox Bike, included a completely integrated, high-quality sound system. It was created for real by Intel following the competition. The campaign achieved a 200% increase in sales of Ultrabook Convertibles for Intel, with over 10,000 ideas submitted and over 91,000 Facebook interactions.
8.4 Creative Showcase Top Three:
Winner: Australia Post Video Stamp
Creative Agency: Clemenger BBDO, Melbourne
Media Agency: Universal McCann
Brand Name: Australia Post
Campaign Overview here:
Second Place: Kia Game On
Creative Agency: Initiative
Brand Name: Kia
Campaign Overview here
Third Place: The Convertible Challenge
Creative Agency: The Monkeys
Brand Name: Intel
Campaign Overview here
