HP’s ‘Hype’ scoops IMAA Grand Prix

Hewlett Packard’s Hype virtual art gallery has won the Grand Prix at the inaugural Interactive Marketing and Advertising Awards, presented jointly by Marketing Week and sister title New Media Age.

Hype, which also took the award for the best use of technology, combined the virtual gallery with online marketing, mobile technology, press and poster advertising and a real gallery space to offer unknown graphic artists and film-makers an opportunity to promote their work.

The judges said the campaign created a community around an event and campaign, and was unlike any other entry they had seen.

The campaign was created by interactive agency Publicis Dialog, its parent ad agency Publicis, promotions agency Cake and media buyer Zenith Optimedia.

Orange took two awards – best use of wireless and the special award for technological innovation – for the campaign promoting its Orange Wednesday film offers, created by mobile agency Flytxt and technology company Activemedia.

Other winners include Virgin Money, for the finance section, Zip TV and Honda for automotive, and Lever Fabergé’s Lynx Pulse for consumer. Procter & Gamble picked up best use of interactive TV for the tie-up between its Fairy brand and Disney’s animated film Treasure Planet.

Glue London was named agency of the year.

Full details of the awards winners and the shortlists can be found in the supplement banded with this issue of Marketing Week.

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