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IAB Creative Showcase winners for November 2013: VCCP for TotalJobs, Red Bee for Watch and W&K for Three

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By Ishbel Macleod, PR and social media consultant

December 16, 2013 | 4 min read

The winners of the IAB Creative Showcase for November 2013 have been announced, with VCCP scooping first place for its Job Academy work for TotalJobs, while Red Bee's work for Watch and Wieden & Kennedy's dancing pony for Three also make the list.

Entries are accepted for the showcase each month from agencies across the UK, with further information available to view on the IAB website.

First place: TotalJob's Job academy by VCCP

In 2013 VCCP Content launched The TotalJobs Job Academy – a series of reality web TV shows that transformed struggling young job seekers into lean mean job seeking machines. Five candidates were crowd sourced from the company's target audience and put through a seven-part boot camp. Writing the perfect CV. Styling an immaculate interview outfit. Learning confidence tricks or harnessing social media; the Job Academy revealed everything you need to know to bag a position in today’s super-competitive jobs market. Hosted by influential career expert Aimee Bateman, the show teamed the five jobseekers with CV, social media, stylist and confidence experts. There were tears of joy, and tears of pain as the candidates were coached out of their comfort zones and on the road to a dream job. Besides the drama, there were countless expert tips to help supercharge the audience’s own prospects. Partnering with industry experts, the Job Academy hub hosted countless help and advice blogs and twitter parties – all for free. The Job Academy didn’t just help job seekers – it returned Totaljobs to the top of Google search, pulled in over 100,000 views per episode and built hundreds of valuable links with industry and lifestyle bloggers.

Second place: Watch's Dynamo Unlock by Red Bee Media

Red Bee Media created a cross-platform campaign to offer Dynamo fans an exclusive preview of season three, following a brief to excite Dynamo fans about the launch of season 3 of Dynamo: Magician Impossible on Watch.The company identified one powerful unifying truth about the hardcore fans – above all else they love to see new magic and, if they get a sneak peek, they take huge pleasure in talking about it in social media.Red Bee devised a cross-platform campaign to cater to this tech savvy audience, launched with a roadblock promotion and involving the creation of a second screen experience that allowed fans to unlock new Dynamo content and share their experiences within the same portal. The experience culminated in loyal fans unlocking the whole of the first episode a full week ahead of transmission – a UK TV industry first. To enrich the experience further, fans saw their tweets played out in real time on their TV screens during the show, with the best tweets then repurposed during the week before the on-air launch to promote the show to other viewers.The campaign generated over 30,000 unique visitors, building to over 190,000 page views. Nearly 5,000 loyal fans watched the whole of the online preview. On the launch night of season three, Watch became the number one pay TV channel and the 5th biggest channel overall, beating Channel 4. Over one million viewers watched episode 1 on air, giving Watch its highest share of the year.

Third place: Three's The Pony Gifter by Wieden & Kennedy

Three has invited consumers to send some Christmas cheer with its Pony Gifter, building on the success of its dancing pony ad from earlier this year.The gifter allows users to choose between three different Christmas tracks full of pony action, personalise their message and send to a friend.
IAB Three Jobs

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