Clemenger Proximity Melbourne wins ‘Smartest Ad in the Asia Pacific Region’ for Yellow Pages Yellovator at 10th MediaMind Awards in NYC
Clemenger Proximity Melbourne’s Yellow Pages ‘Yellovator’ campaign has just taken out the title of Smartest Ad in the Asia Pacific region at the 10th Annual MediaMind Rich Media Awards.
The awards, held in New York, are designed to recognise the best in digital advertising from around the world.
Yellovator is an interactive video game that can be played on three digital formats using a mouse or smartphone technology to control the action.
The campaign launched in Sydney and Melbourne in September, using interactive outdoor media sites which enabled the game to be played on a metrolite by using a smartphone as the controller.
Says Clemenger Proximity Melbourne general manager, Chris Howatson: “Yellovator is an entry point into the brand for younger segments who are yet to have a heavy need for Yellow Pages or for digital natives who may have historically rejected the brand. Though entertainment, we’re reconnecting with these audiences and in doing so seeking permission to be relevant in future usage occasions.”
“The 2011 MediaMind Rich Media Award Winners are not only the most innovative campaigns of the year, but they also reflect just how far Rich Media has come in the last decade,” said Gal Trifon, general manager of MediaMind and chief digital officer of DG. “Rich Media offers endless and imaginative possibilities to captivate the users’ interest and the combined nominations from MediaMind, EyeWonder and Unicast show a commitment to strive for the best.”
“Winning the Smartest Ad: Asia- Pacific is an acknowledgment of what can be achieved when you remove the perceived limits of the medium,” said Dan Zabinskas, technical director, Clemenger Proximity. “The restrictions of the banner format drives creativity and we worked closely with MediaMind to explore the technical and creative possibilities of the format.”