Agency Republic’s Musicubes campaign for BBC Radio 1 is the winner of March’s Creative Showcase Awards run by the Internet Advertising Bureau and sponsored by MSN.
Radio 1 originally approached Agency Republic looking for a standard online ad campaign to boost online listening figures by expressing the eclectic mix of music played on the station. Republic responded by developing Musicubes, a self-publishing application that allows users to represent their musical tastes on their webspace in a visual form by creating “towers” indicating their preferences.
Alternatively, surfers could send their towers to their friends. With every tower featuring a “get your own” link, the hope was that users would literally “spread the word” (Radio 1’s current campaign strapline) in a viral manner. Within days of launch, more than 10,000 Musicube towers had been built and inserted into MySpace profiles and blogs, receiving more than 300,000 views.
First runner-up was Agency.com’s Security campaign for BT Broadband, and second runner-up was Glue’s Littler Britain campaign for Virgin Trains.