IAB 2010 award winners

by Marketing ON 23 July 2010

ZenithOptimedia was crowned 2010 IAB Best of Show for its Lion Nathan ‘Tooheys Extra Dry – Six Beers of Separation’ campaign, at the IAB Awards ceremony in Sydney on 22 July,

The Best of Show award secures their entry into the 2010 US IAB MIXX Awards which is to be judged in September 2010 in New York. A full case study of the campaign will be published in Marketing magazine’s August issue, on sale 28 July 2010.

According to Paul Fisher, CEO of IAB Australia, 2010 has been an exciting year for the IAB Awards:

“The record number of entries this year is a reflection of the strong growth in digital and interactive advertising in this market. Representing a total of 133 brands, the IAB Award entries clearly demonstrates Australian agencies are not only creating incredibly effective interactive campaigns, but are proud to promote their world-leading achievements,” said Fisher.

Other 2010 Award Winners:

Category: Branded Content and Best of Show
ZenithOptimedia for Lion Nathan – Tooheys Extra Dry – Six Beers of Separation
Creative Agencies: BMF and Holler

Category: Brand Awareness and Positioning
Mediacom for Dell – Alienware Clan Challenge
Event Production and Filming: TCO

Category: Direct Response and Lead Generation
WHYBIN/TBWA/TEQUILA for Nissan Australia – Take the Wheel

Category: Product Launch
Soap Creative for Unilever Australia – LYNX Party Across the Internet
Media Agency: Universal McCann

Category: Brand Loyalty and Retention
Publicis Mojo and Virgin Mobile for Virgin Mobile – Member’s Lounge
Mobile Offer Redemption Platform: Figitt
Mobile Developers: MIA
Developers: Cactuslab

Category: Brand Destination Site
Publicis Mojo Melbourne for Cadbury – The Adventures of Freddo

Category: Cross-Platform Integration
Publicis Mojo Melbourne for Tourism Victoria – The Art of Walking
Production Company: @RADICAL.media

Category: Search Marketing
Experian Hitwise for Southern Cross Travel Insurance – SCTI Online Offline Integration

Category: Social Media Marketing
Leo Burnett for Canon – Canon EOS Photochains

Category: Rich Media and Digital Video
Soap Creative for Unilever Australia – LYNX Party Across the Internet
Media Agency: Universal McCann

Category: Not for Profit/Public Service
FNUKY for GetUp! – Censordyne

Category: Creative Showcase Grand Prix
Holler for Lion Nathan – Beck’s ÜBERSELEKTOR
Media Agency: ZenithOptimedia

Tooheys campaign offers musicians recording chance

by Marketing ON 11 November 2009

Lion Nathan has announced a new campaign for its brand Tooheys Extra Dry.

‘The Lab’ is offering an opportunity for an Australian music act to collaborate with a team of international recording artists to create the soundtrack for the brand’s next TVC.

Following a selection process, the winning band or solo artist will have the opportunity to fly to New York to collaborate with music producer Mark Ronson in New York, along with Nick Hodgson of Kaiser Chiefs, Sean Lennon, John Taylor of Duran Duran and members of the The Dap-Kings.

The final track written and produced in The Lab will feature as the soundtrack for the brand’s national advertising campaign, and the winner’s journey will be filmed for a documentary for release in March 2010.

According to marketing manager of Tooheys Extra Dry Josh Gaudry, The Lab concept was designed to maximise the brand’s engagement with the music industry.

“We’ve enjoyed great success over the years with our festival sponsorships and emerging artists programs such as uncharTED, but The Lab really takes that association to new heights,” explains Gaudry.

Peer Group Media, BMF Sydney, Holler Sydney, Zenith Optimedia and Momentum Worldwide have all been enlisted for the Tooheys Extra Dry brand’s campaign, whose history includes its infamous ‘Tongue’ TVC.

Tooheys 5 Seeds takes flight via social media

by Marketing ON 14 October 2009

Lion Nathan unveiled its first campaign for new Tooheys Extra Dry cider product, 5 Seeds, entitled ‘Birds vs Humans’, investing heavily in a social media strategy aimed at attracting a sizable online audience.

The campaign, created by BMF, opens in a land where birds rule and humans forage in wastelands for scraps of a prized apple, ending by indicating that it’s lucky that humans got to apples first.

Holler Sydney developed the digital creative and strategy, which centres on Facebook, as well as online interactive film co-developed with BMF.

The Facebook page has a number of interactive activities, including a game called ‘Feed the Feral’, while the brand’s YouTube account offers series of TVCs that explain the story surrounding the struggle between man and bird.

“With Tooheys Extra Dry 5 Seeds being a new brand, we wanted something that would make people pay attention. Being an apple cider opened up a great opportunity to explore a unique apple narrative. Having the credibility of TED behind it also meant that we needed a creative idea that genuinely interrupts the consumer,” explained Ben Slocombe, category director at Tooheys.