The winners of the IAB Creative Showcase for November 2014 have been revealed with E3 in poll position for its Kia Reevoo campaign for Kia Motors.
Coming in second this month was Microsoft Advertising UK/Think Jam and their work for Warner Bros. UK and The Hobbit: The Desolation of Smaug.
Third place was awarded to AKQA for The Big Poppy Run part of mobile phone operator Vodafone's 'Vodafone Firsts' series.
First Place: E3 - Kia Motors - Kia Reevoo
Since existing Kia owners are the brand’s most vocal ambassadors, E3 partnered with Reevoo, the independent review company, to create a multi-channel independent review initiative.
From dealers to DM, ATL to social media and online, ‘Our cars speak for themselves. Our customers speak for us’ was communicated nationally, and the campaign went on to collect thousands of unbiased, unedited customer reviews.
The interactive experience gave potential customers the opportunity to read reliable, insightful feedback from, and ask specific questions to, Kia’s most informed and trusted advocates – its customers. Crucially, it empowered the community by giving them a voice, enabling them to feel part of shaping the brand’s future with their invaluable feedback.
In less than 12 months, more than 10,000 independent reviews have been posted on the website, with an average car rating of 9.1 out of 10. Monthly visits to the Kia website exceed 1 million, and car sales rose year on year from 66,629 to 72,090. That’s the highest ever number in a year, showing the value of the community – and of valuing the community.
As a result of the campaign’s popularity, Kia has shifted all of their advertising and marketing focus to ‘Our cars speak for themselves. Our customers speak for us.’ By galvanising and engaging their community, Kia has been able to seamlessly combine customer acquisition and retention, moving into the fast lane of the British automotive industry by outselling Mini, Renault, Seat, Suzuki and Volvo to claim 3.14 per cent of the UK car market, by marque.
Second Place: Microsoft Advertising UK/Think Jam - Warner Bros. UK - The Hobbit: The Desolation of Smaug
The launch of Warner Bros. Pictures’ The Hobbit: The Desolation of Smaug provided the perfect opportunity to showcase Microsoft’s Ads-in-Apps strategy.
Launching in December 2013, Warner Bros’ objectives were to drive both awareness of and interest to watch the latest instalment of the trilogy through views of the film trailer. In addition, the campaign would need to be strategically aligned with key audiences.
Windows 8 activity was targeted towards the Premium third-party network and Microsoft’s Owned & Operated inventory such as Xbox Video and Xbox Music and the Bing apps: News, Sport, Finance and Travel, which was then optimised to the best performers during the campaign, such as males 16-34’s.
The Xbox 360 Landing Experience was also Kinect-enabled, adding to the interactive experience with voice and gesture controls. On MSN, it used the interactive Storyboard format to showcase the creative on the homepage. With these platforms combined, the creative reached consumers on multiple screens across Microsoft’s ecosystem and beyond.
The campaign was designed to make the most of Microsoft’s integrated cross-platform media solution, capitalising on the film’s popularity to reach consumers across-screens, driving trailer views and engagement with rich and impactful content.
Launching two weeks before the film, the campaign took its 3D format and extended the theme through a rich parallaxing experience on Windows 8. This offers the user an immersive experience of being on the journey deep into Middle-earth - bringing depth and reality to the ad in a way that static advertising cannot.
The Ads-in-Apps creative on Windows 8 offered Hobbit fans a free blueprint download for a 3D-printed model of “The Key to Erebor” – a major artefact in the film’s plot – on the day the film was released. Fans could download the blueprint from the ad and connect to a 3D printer to produce their very own collectable memorabilia – a hugely original addition to the overall ad experience, and the first time that 3D printing was used as a deliverable for consumers in an advertising campaign.
Hot spots, strategically represented throughout the ad, encouraged deeper exploration into the cast and storyline through the discovery of additional digital content, including information about plot, actor biographies, behind-the-scenes videos, and much more. The campaign call-to-action drove consumers to book tickets to see the new film, while also linking to the Xbox Video Marketplace to purchase the first Hobbit film and the Lego: The Lord of the Rings video game.
Bringing the 3D experience to life in a real and compelling way, the application showcases the next generation of advertising through Microsoft platforms, where the audience is having a hands-on, personal interaction.
Third Place: AKQA - Vodafone - The Big Poppy Run
Vodafone Firsts is an on-going campaign enabling people to do things for the first time, through the help of mobile technology. For the WW1 centenary, AKQA used Firsts to tell an inspiring story that Londoners could participate in by hitting the streets with their mobile phones.
AKQA put Ben McBean at the centre of the story, an ex-Royal Marine who lost two limbs in Afghanistan. Using his running app, he plotted then ran the shape of a huge poppy around the streets of London to raise donations for the royal British Legion.
Next, he called out to the public to fill in the 2000 miles of streets within. Runners just had to connect their running app (Strava, Runkeeper or Map My Run) to Firsts.com and all their run data was collected automatically and shown on site using Google Maps.
The story captured public imagination, with Ben appearing on Sky News, ITN, BBC, Global Radio, as well as multiple newspapers and blogs. And there was also a surprise for Ben when he completed his run. Prince Harry, who was on the same flight home as him when he was fighting for his life in 2008, was there to congratulate him.
Social was at the heart of the campaign, engaging runners and getting them to fill in the poppy, as well as encouraging them to donate. There was a dedicated social command centre to allow real time listening and engagement with runners and our wider Firsts community.
For 10 days the AKQA team listened to the conversation, reaching out to runners, providing encouragement and even producing dedicated routes for individual runners to fill empty streets. We conducted additional research to find relevant gyms, run clubs, schools and companies within the poppy area and encouraged them to run and promote the campaign.
Social amplification was key in getting the word out to the right audience with campaigns on Facebook and Twitter. The Twitter promoted trend had one of the highest engaged trends with over 9.6 per cent engagement compared with an average of 1-3 per cent. On Facebook the campaign received 4.3 per cent engagement with over 835,402 video views on YouTube, Facebook and Twitter.