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.
Bodyform "The Truth" by Carat and Rubber Republic
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.
Dynamo Magician Impossible Facebook app by Red Bee Media for UKTV Watch
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.
Mini Psychic Roadster by Profero
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.