[Sydney, AUSTRALIA] Some of Australia’s most innovative online marketing campaigns have
been recognized at the third annual Awwwards for Internet advertising
and marketing, held on August 2 in Sydney.
New media agencies Euro RCSG
Partnership Australia and NetX
Communications each received two of the night’s five awards, as
the 21-judge panel of advertising industry members recognized campaign
work throughout the year.
Euro received an Awwward for strategic use of the Internet by an offline
brand, for the business enterprise campaign run for Iomega. The judges, who decided the
award on innovative brand building, consistency of brand personality and
the extension of the brand, found that the campaign “represented a
well-developed transition of the brand into the online world.”
Euro was also recognized for its work on the online campaign for
adult product e-tailer adultshop.com. The text-based
campaign, which used puns on adult products against a purple background,
was used by Euro for both the online and the offline components of
adultshop’s campaign. The judges found this creative’s “interactive
cheekiness captured your attention and was surprisingly unique.”
NetX received the Awwward for most creative media strategy for its
work with Disney Online, on a Tigger site to coincide with and push
interest in the animated movie released earlier this year. The judges
said that the “execution of this strategy increased awareness of the
movie release by facilitating involvement of the target audience.”
The agency was also recognized for its customer relationship
management campaign work with travel site
travel.com.au. The site held a ‘be a
travel correspondent’ earlier in the year, as a move to learn more about
its members’ travel habits and favorite destinations.
As part of the 12 week campaign, members were invited through their
e-mail newsletters to become a reporter for travel.com.au, and visit
their ultimate destination for seven days armed with spending money, a
digital camera and instructions for the reports.
The campaign generated information on members’ favorite
destinations, whether they used travel insurance, the length of their
holidays and whether they would be dissuaded from travel by the weak
Australian dollar, said travel.com.au online marketing manager Adam Vance.
It was the campaign’s ability to develop such a valuable database and
maintain regular contact with travel.com.au’s members and find out about
their interests and purchase drivers that judges found was worthy of an Awwward.
Roadshow Entertainment won the Awwward for best online promotion, for
its online marketing of the movie Rogue Trader that involved partnering
with online share trading site E*Trade.
The judges found that this partnering made the promotion relevant to the audience, and
“communciated the key concept of the movie in a way that added value to
the target audience.”
f2 marketing director Dale
McCarthy was presented with the night’s Industry Pioneer Awwward, for
her work in establishing the [email protected] course as a step to
educating a wide audience in online advertising. McCarthy was also
recognized for her work in establishing a qualified and credible
standard for the practice of Internet advertising.
The third annual Awwwards, which are principally sponsored by portal
site Yahoo! Australia & New
Zealand, has also drawn support from the industry, with category
sponsors including McKinsey & Co, Media Metrix, Compaq and Mills Harding.