SCA Claim a spot in IAB Creative Showcase

Staff Writer

Southern Cross Austereo has claimed second runner up in the IAB Creative Showcase for its digital EA Games SIMS 4 entry.

IAB’s Creative Showcase is about cutting-edge creativity and innovation within the online advertising sector. Any agency or in-house team can enter the quarterly Creative Showcase competition judged by senior online creatives.

SCA’s Director of Digital Sales & Operations Steve Brown said, “Winning a digital award shows the power of our people, talent and ability to execute first-in-market digital advertising solutions for our clients and audience as we move forward in creative thinking.

“This is an outstanding result and a big congratulations to the team involved putting this great campaign together.”

In an Australian first, SCA’s 2day FM worked in collaboration with Arena Media, Red Agency and Havas Content to live-stream, a real-life Sims 4 game environment. Using GoPro live stream, 2Day FM enabled their Facebook audience to control Hit 30 Announcer Angus O’Loughlin, and high profile EA gamer, Deligracy.

2DayFM’s Facebook community watching the live stream were put in control of the game by being encouraged to post challenges and overcome obstacles for Angus and Deligracy to complete around Sydney University’s Parramatta campus which was converted into The Sims sandbox environment.

Over 112,000 people participated in the live activation, and it was also viewed many times after the live event.  A 298% return on investment was delivered throughout the campaign and more than 350,000 fans via Facebook Live were reached with the tailored content delivered on the platform.

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