Soap wins top honour at Creative Showcase

Soap has snared top spot in the first Creative Showcase for 2011, winning with its "100 Days of Summer" campaign for Foxtel.

Profero picked up second place in Australia’s free digital advertising creativity competition, for its work on Pizza Hut’s "Feed a Friend" campaign. Tequila rounded out the awards securing third place for its work on an augmented reality campaign for Coopers Clear.

The winners, who were chosen by a panel of industry judges, were announced at the Creative Showcase lunch, recently held in Sydney.

The bi-monthly Creative Showcase series accepts entries for work completed in the two months prior to close of judging for each round. The winners of each round’s Creative Showcase will gain automatic entry into the 2011 IAB Awards "Best of Creative Showcase" awards. 

Mike Zeederberg, managing director of Zuni and chair of judges for Creative Showcase said: "This round delivered an interesting mix of entries, including viral videos, Facebook give-aways and Augmented Reality Apps. Ultimately though, exciting creativity linked to strong results is what convinced the judges."

Soap’s winning campaign – “100 Days of Summer” was a social media campaign which rewarded the Foxtel Facebook fans with hot content and exclusive prizes.

Focusing on the Foxtel content that people love enabled Soap to grow the fan base from 25,000 to 100,000 over the 100 day long campaign. Most importantly, the positive sentiment ranking outweighed negative by a factor of 10:1.

The judges were impressed by the campaign noting the many challenges of delivering quality for 100 consecutive days with one commenting: "It looks simple but is a huge effort to maintain the quality of content over such a long period. Well done guys."

The Creative Showcase competition is free to enter online at www.creativeshowcase.net.au