Bodyform's viral, created in response to a Facebook message complaining that its adverts were misleading, is the winner of October's IAB Creative Showcase.
The viral, entitled 'The Truth' was created by Carat and Rubber Republic in response to a Facebook message posted on Bodyform's page by Richard Neill claiming that the brand's advertising was misleading and was causing him considerable distress.
The comment received over 80,000 likes on Facebook, prompting the brand into action with brand controller Yulia Kretova and Carat's digital team Rachael Lake, Rachael Clarke and Coral Baker-Hoummady recognising an opportunity to engage with Facebook followers.
This led to Rubber Republic being approached with a tight time-scale to script, cast a ficticious CEO of the brand and shoot a viral response that apologised for the 'untruths' with tongue firmly in cheek.
The video quickly went viral, with almost 3 million views in under a week and online and offline coverage by the mainstream media, including discussions on BBC Radio 4's Woman's Hour. It also achieved 82,000 Facebook actions, almost 6,000 tweets and a 'like' rating of 98 per cent on YouTube.
Second place for October was the Dynamo Magician Impossible Facebook app created for UKTV Watch by Red Bee Media, which aimed to promote the second series of the programe, and also leverage its 500,000 Facebook fans and encourage advocacy.
This led to fans being enabled to connect with Dynamo through social media to utilise personalisation, facial recognition technology and real time news alerts rob Facebook's Open Graph API.
The video narrative, which features a magic card trick, uses the functionality of Facebook in a bid to encourage social sharing with friends receiving a picture of the user and Dynamo when he tags the user. The video was also placed on the user's timeline.
Over 76,000 users were engaged by the concept, with 13,245 'talking abut this' on Facebook and over 52,000 visits and over 267,000 page views, resulting in the average dwell time being recorded as three minutes and 48 seconds.
The third placed winner for October was Profero's Mini Psychic Roadster campaign to promote the two seat roadster to 30-something males.
The idea saw MINI predicting the future adventure of the user by holding the wheel of a psychic's car, with a nationwide out of home campaign, a £500,000 online campaign and paid search resulting in visits from 250,000 men through desktop, tablet and mobile.
Once behind the psychic's wheel, the user's IP address is pulled in, alongside feeds, local places of interest and etymology in order to create a convincing reading, told through the brand's voice. This reading could them be added to Facebook.