Tribal DDB's 'in one take, on one tank' concept for Volkswagen showcases the amazing fuel efficiency of their newly developed Bluemotion Polo in a clear and engaging way.  To create it the team succeeded in driving the car from London to the Geneva motorshow on a single tank of diesel and filmed the whole journey in a single take – 36 hours of footage or more than 2 terabytes of data.  This was then edited down and incorporated into a site that enabled the viewer to interactively participate in the drive and review statistics relating to CO2 output, cost and fuel consumed along the way.  The end result is a vivid demonstration of the car's unique capability.

Marmart is the final part of the year long launch of Marmite's new squeezy bottle. The campaign encourages kids to draw on their toast with their Squeezy bottle, take a picture of it and upload it to the Marmart site for inclusion in the site's gallery, where visitors can vote for their favourite. The site will have a top 10 and pick of the week. The campaign culminates in an exhibition at The Air Gallery, Dover Street, London.  The expandable online ads we created feature an interactive tool that allows people to draw with a Marmite Squeeze Me bottle, and then send the image to a friend's email address. The email takes the friend to a stand alone site where they can view the image and go on to create their own pictures in turn. 

In 2006 the Guardian launched a national survey into people’s attitudes to work – People Profiler. We have set up the test to measure 3 aspects of a person’s character – Personality, Attitude to work, Social role at work.  These combine together to create a unique ‘creature’ for every respondent. Users are given a summary profile at the end of the questionnaire and can log in to access more detailed information and compare the national results.  The campaign is supported by a large email marketing and online advertising campaign to drive traffic to the site, as well as cross promotion from the Guardian Jobs site itself. 

Tribal DDB and DDB London turned traditional toy marketing on its head for the launch of Monopoly ‘Here & Now’, and created Monopoly Live, a real-time game of Monopoly, played out on the streets of London. Monopoly ‘Here & Now’ is a limited edition version of Monopoly created to celebrate the 70-year anniversary of the classic board game.  Rather than relying on a more traditional, passive, advertising approach, Tribal DDB and DDB London devised an online game allowed consumers to actively play Monopoly against each other, using the city of London as a full-size game board, with 18 real, Monopoly-branded black taxis fitted out with GPS systems as the ‘live’ playing pieces. In addition, an SMS element to the game allowed players to SMS for bonus cash, deepening their involvement.  A fully integrated campaign was developed and executed, with TV and radio activity promoting both the ‘Here & Now’ game and the real life ‘Live’ game in their messaging. Online marketing included advertising across major portals and ownership of the Yahoo! UK Homepage on the game’s launch day. 

Phaeton is VW’s first foray into the luxury sector. VW knew they couldn’t compete head on with the established marques. So the strategy was to let the car speak for itself. The big idea was to let users explore the car to any amount of detail.

Touareg is the new luxury 4X4 by VW. Unlike other 4X4s, it’s equally adept off road as on. Tribal had to focus on this and chose a big idea that runs through ads and a microsite. An on/off switch lets users see the Touareg perform on both terrains.

Brief Volkswagen wanted people to experience the ’simply effortless’ Tiguan for themselves.  Solution We decided to use social media to turn ordinary individuals into influential brand advocates, by creating a competition in which we searched for a new kind of car critic - The People’s Reviewer.  Over 1000 people applied via YouTube auditions and email entries. We selected nine contestants and each was given the Tiguan for a week to try out its features and record a short video review. These were posted on the People’s Reviewer site where the public voted for their favourite. To help the contestants win votes we taught them how to tell their story and generate support using social media tools: Twitter, Facebook, YouTube and Flickr. They were a quick study! In undertaking the campaign, Volkswagen has broken new ground for the way UK car brands can and will connect with the public.  Results 251,411 site visits 6,834 participants (votes, sign-ups, entrants) 1,019 entrants Over 1,000 followers on twitter Over 50,000 video views 2.2 million reach through social media [excluding paid advertising figures] 

Brief MONOPOLY’s brand essence is all about negotiation. Those players that are best at negotiation, are best at MONOPOLY. So, our brief was to amplify this brand value whilst also bringing to life Hasbro’s latest release, MONOPOLY City, through an intense, rewarding and social experience for Monopoly players.  Solution We created the biggest online game of MONOPOLY ever. A global online campaign that takes the game into the real world with a live worldwide game of MONOPOLY, using Google Maps to turn the globe into one giant game board! First, we started momentum in the campaign by creating a competition for MONOPOLY fans to design their own MONOPOLY building using Google SketchUp to be included in the game. The community then voted for the top 3 designs which were included in the game. The game then went live and, armed with $3 million in virtual cash players purchase and construct MONOPOLY buildings on any street in the world. They earn rent from their properties and can increase the earning potential of their streets by adding schools, eco-friendly parks and much more. With Chance Cards, players can sabotage their opponents by erecting prisons or sewage plants, negating all rent on a street, and even demolish buildings altogether. The campaign ended on 9th December with overwhelming results.  Results  * It now ranks in the top 20 biggest online games in the US by UVs * Over 17 million visits to date * 1.4 million active registered players * Over 5 million unique visitors to date * 15 billion dynamic page impressions per month * 70% of visitors spent 10+ minutes per visit, 50% spent half an hour or more * zero media spend