Campaign Information Clemenger BBDO, Melbourne were tasked to develop a first of its kind city guide for Tourism Victoria and a way for potential visitors to explore Melbourne before they visited. So, they created “The Melbourne Remote Control Tourist”, where they combined a live streaming web experience and four real city explorers out on the streets of Melbourne. Controlled entirely through social media, the Tourists carried out thousands of requests – from making pizzas and trying on dresses to discovering secret gigs. This unique interactive city guide for Tourism Victoria allowed potential visitors to explore Melbourne before they visited thanks to a live streaming web experience through the streets of Melbourne. In just five days, the campaign generated 43 million earned social media impressions, with users from 4000 cities in 158 countries joining in to explore Melbourne. Judge’s Comment A simple, unique, socially-immersive & engaging concept. The ability to see, explore & experience a city literally 'via' another person who is acting under 'instruction' from people around the world. Great idea, well executed and from the looks of it...well received.

Oct-Nov 13 winner The Melbourne Remote Control Tourist Client: Tourism Victoria Creative Agency: Clemenger BBDO, Melbourne Campaign type: Microsite, banner, email, viral Industry: Government Campaign overview http://remotecontroltourist.com/

8.3

Campaign Information Boost Mobile wanted to stand for something beyond price and plan in the pre-paid mobile category. So, The Monkeys created the unconventional Stay Living campaign, which moved beyond merely being a brand idea into a philosophy to life. A series of provocative online zombie films, where four kids use their Boost mobiles to stay connected and stave off the brain-dead corporate zombies they don’t want to become to ‘STAY LIVING’, was created as a metaphor of Boost Mobile’s prepaid plans helping you stand against a world of zombies. The campaign generated a 162 percent average weekly sales increase and the biggest everyday and week sales web traffic, with 5.3 million minutes of time spent watching the videos. Judge’s Comment Great work here from the Monkeys to connect with Boost's teen audience through straight up cool branded content that entertains, rather than going down a path of disruptive ads or complicated apps.

Oct-Nov 13 first runner up Stay Living Client: Boost Mobile Creative Agency: The Monkeys Industry: Telecoms Campaign overview http://thisisourawardentry.com/award/boostmobileaustralia/

8.3

Campaign Information Holler’s Land of Quattro campaign for Audi took advantage of the newly discovered 38 percent of premium car drivers viewing social media as a resource for making their automotive purchase decision. Holler hacked quadcopter drones to record Audi’s new, all-wheel drive Audi quattro on the move across the Australian landscape with a multi-angle, multi-location footage. Users were invited to become the directors and remix the footage with their own ideas, for the chance to create their own commercial to be featured on air nationally as an official Audi TVC. The interactive experience resulted in 28 percent increase in test drives, with 202,700 unique users visiting the online experience and with the 2,287 user videos generating 814,316 views, entering it into the top 25 Australian viral video chart.

Oct-Nov 13 second runner up Australia. Land of quattro. Client: Audi Creative Agency: Holler Industry: Automotive Campaign overview http://audi.com.au/quattro

8.3