The winners of the IAB Creative Showcase for December 2014 have been announced with Wunderman's 'The Next Photo' for The Childhood Eye Cancer Trust bagging the top spot.
Second place went to VCCP for its O2 Possessed work for mobile operator O2.
In third place was Monitise Create and the Santander SmartBank.
First Place: Wunderman - The Childhood Eye Cancer Trust - The Next Photo
As technology races ahead, we now all have a medical toolkit within our pockets – the smartphone. Even without the development and deployment of a complex app, the humble phone continues to become more powerful than ever before when combined with advancements and discoveries in medical research.
The discovery that Retinoblastoma – a deadly and aggressive eye cancer predominately in young children – shows as a white pupil under flash photography, means that the next photo you take with your mobile phone could actually save a child’s eyesight. And life.
Wunderman used this technological breakthrough for a mobile-activated interactive poster series featuring the eyes of real-life retinoblastoma survivors aged between two and six years. The posters use an innovative, invisible but reflective ink to show parents, doctors, nurses and nannies what to look for by inviting viewers to take a flash photo of the poster. While the eye appears normal in the poster, it shows white in the photo.
The posters were distributed throughout hospitals, doctor’s surgeries and nurseries across the UK as an online film demonstrating the action appeared on blogs and news websites from Ads of the World to the Daily Express and Health Matters. Without any media spend, the film was viewed over 25,000 times in the first week, and in just under a month, has racked up almost 80,000 online views and has been shared almost 3,000 times. This translates to a reach of 3.7 million and over 4.4 million impressions.
The Childhood Eye Cancer Trust was even contacted by the assistant professor of ophthalmology of the ocular oncology department at the Children’s Hospital Los Angeles to offer support and request materials for distribution.
Second Place: VCCP - O2 - O2 Possessed
In 2014, O2 asked VCCP Kin to show that O2 sold more than just mobile phones while getting the public excited about everyday smart tech’s potential. In response, VCCP created O2 Possessed, the first ever haunted house entirely controlled by everyday connected devices.
O2 invited the general public – along with a few special guests – to have the fright of their lives inside our haunted house. We opened the doors two days before Halloween, live streaming visitors’ journeys across O2’s social channels.
On Halloween day, O2 released a hair-raising film taking viewers through the experience of the haunted house. This drove to behind-the-scenes films revealing the devices used to pull off the scares and showing viewers how they could set up their own smart tech surprises at home.
The results are scarily good. During the campaign, #O2Possessed became a UK trending topic. The videos have 3 million views (and counting), and over 45 million people have seen the campaign on Twitter. Best of all, the public were thrilled with what’s possible using O2’s range of smart tech.
Third Place: Monitise Create - Santander - SmartBank
Balance checking. To the onlooker, it might seem a simple enough process – a few clicks and there it is. But in reality, the road to the statement can be paved with any number of obstacles – fear, cold sweats, and of course, it’s-one-week-before-paycheck-I’m-pretty-sure-it-should-be-fine denial.
This is checkingyourbankbalanceaphobia and this year, Santander decided enough was enough. It was time to put a stop to intimidating streams of meaningless numbers appearing on-screen and replace them with personalised information that actually makes sense and helps customers make better decisions about spending. SmartBank was born.
Santander wanted to throw out perceptions of what banking ‘should be’ and create something for people who’ve never heard of a paper ledger. So in September, its new Innovation unit launched SmartBank, a brand new mobile app that answers the question: “if your bank was your mate, telling you about your spending, what would it say?”
SmartBank is all about seeing money from the consumer perspective – where banks see incomings and outgoings, users might see they’re spending four times what they thought they were at Topshop. And in seeing that upfront, they can fix it (if they want to). By receiving individualised information about their spending, consumers are empowered to make better decisions. One Twitter user realised the frequency of her trips to McDonald’s.
As for the results, three months after launch, the app was approaching 50,000 downloads, generating more than 3,000 interactions every day.
App store reviews have an average rating of five stars; or 4.5 on Google Play. User profiles have shown that the app is being used by notoriously hard-to-reach demographics such as young males.
Marketing campaigns (including one aptly themed: ‘checkingyourbankbalanceaphobia’) are in progress via branches, email, social media, and a video of the service. The introduction of SmartBank has led people to start commenting on and sharing their banking experience on social media, highlighting the level of innovation that the service represents. It would seem that sufferers of checkingyourbankbalanceaphobia might have a remedy at last.