This month's winners of the IAB Creative Showcase have been announced with entries from agencies such as Touch Fantastic, AKQA and VCCP winning for work with clients Baby Cow and BBC Worldwide, Nike and O2, respectively.
First place: Touch Fantastic, Radio Alan - the Alan Partridge app, Baby Cow and BBC Worldwide
To promote the new Alan Partridge movie, Baby Cow (Steve Coogan's production company) and BBC Worldwide briefed Touch Fantastic to create the official Partridge iPhone app.The agency's idea was Radio Alan - an app that recreates the experience of listening to Alan Partridge's ACTUAL radio show on North Norfolk Digital.The app takes audio clips of Alan broadcasting on the radio and plays them interspersed with songs from a users iTunes library, creating the effect that you're listening live to Alan's Mid Morning Matters radio show.Making it smarter:As Partridge fans will know, Alan often introduces songs on the radio in his own inimitable style... "Keep your clubs away from his young, it's Seal"The app would recognise if you had any of the songs he mentions in your iTunes library and play that track next. Alan would also scan your iTunes library and give you a percentage score based on how much he liked you music taste. This could then be shared on Facebook and Twitter.People could watch the Alpha Papa trailer within the app and book tickets to the next showing at their nearest cinema. Touch Fantastic also encouraged people to buy Partridge DVDs from the BBC Worldwide store on iTunes and Amazon.