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Budweiser Ice Cold Index
On a hot day, nothing’s better than an ice-cold beer. But wouldn’t it be amazing if as the temperature went up the price of beer came down? We thought so too… So this year we made this fantasy a reality, with the Budweiser Ice Cold Index: the hotter the day, the less you pay, all summer long. All you needed to join in was a little bit of sunshine and our clever mobile app. The free app showed your local temperature and how much you’d save that day. It even directed you to one of 2500 participating pubs and let you claim your pint for a reduced price, or, if it was really hot, for free. To promote the Index, we created a weatherman, but not your average weatherman, a Budweiser weatherman. ‘Scott Campbell’ promoted the Index across all media from TV to twitter and kept people up to date with all the campaign’s fun stuff. -
Guardian Jobs relaunch
While you sit bored at your desk, chewing your biro. Guardian Jobs tirelessly goes about finding you the job of your dreams. The campaign is intended to demonstrate the activity and dynamism of The Guardian's intelligent job match service, while avoiding long-winded technical explanations of how it works! The campaign was designed to make best use of repeated presence in smaller (and therefore cheaper!) placements to maximise the 'all hands to the pumps' effect. -
London to Geneva. In one take, on one tank
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. -
Volkswagen.co.uk
The launch of Volkswagen.co.uk heralded a new appraoch in the web's role in selling cars for Volkswagen. Built to offer the most realistic experience on the web of what it's like to sit in and walk aroud a Volkswagen, the site puts the customer right at its core. The site, one of the biggest website projects worked on in London and one of the largest sites ever to be built in Flex, is the fruition of 18 months' work by a dedicated full-time team of 50 people. -
Marmart
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. -
David Beckham Academy Touran Challenge
We took David Beckham, the world's most famous footballer and created his first ever video game appearance, utilising his star power to drive our viral project for Volkswagen Touran. Pulled in via rich media ads, the state-of-the-art gaming experience was then distributed via kids challenging each other and spreading the word in classrooms worldwide. Successful players then interacted further by not only printing out a branded Beckham poster for their home, but more importantly, by getting their parents to register them for the competition (learning a few things about Touran on the way, of course!) The games are simple, but challenging, appealing to 7-11 year olds, while the sharp design and cutting-edge technology is aimed at capturing an older more cynical and tech-savvy market of teens. -
People Profiler
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. -
Guardian Angels
Tribal DDB’s online ad campaign plays an integral part of Volkswagen's positioning for the Polo in 2006. In an integrated approach, the creative concept is based on the notion that everyone has a guardian angel. However, when you drive a Polo, you don't need a guardian angel any more, as the Polo gives you 'all the protection you need'. The online execution extends this idea using bespoke custom-shot film to show what these angels with time on their hands can now get up to online: on the Handbag site, the angel can be seen trying on hats, on Guardian Unlimited, he is seen reading an atlas, while on Delia Online, he is seen eating apples. The campaign launches on Vogue, Handbag, AOL, Delia Online, Guardian Unlimited, Channel 4, Love Film. -
Monopoly Live
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. -
Golf Plus
Golf Plus - It’s a Golf, but a little bit bigger...N’est ce pas? The UK launch of Golf Plus features integrated iTV ads, a microsite, banners, skyscrapers and rich media formats and a very nonchalant French bulldog called Roscoe. The aim of the campaign was to introduce the new, larger Golf Plus without confusing or diluting the Golf brand. On the campaign website, users are able to experience the confusion and test the measurement of the Tardis-like Golf Plus by experimenting with a dog, a cat, a sharp stick, a vet, a bone and of course the car. While the iTV module used a rich film-inspired feel, as the user is shown around the car by the Gallic canine host to the accompaniment of jazz piano. -
Discover the Phaeton
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. -
Where The Experts Live
The brief was to demonstrate that house.co.uk is the best way to find reputable tradesmen. It was done by implying that local tradesman not found on house.co.uk are like characters out of old horror B-movies and not to be trusted. -
The Touareg
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. -
The GTI Project
The site takes you inside a restricted access workroom in the Volkswagen factory, where the GTI engineers are racing their new car in miniature on a giant Scalextric track measuring 30x25ft, while recording your lap. Users have the opportunity to relive their boyhoods - taking control, crashing round corners, setting their own fast lap then challenging their friends to do better. This virtual track engages people with the real emotional reward of a GTI, not that it’s flashy, but that its fun. Since going live on 8th May, the site has generated over 1.7million page views, 270,000 visits and 258,000 unique visitors, with the average user currently spending just under ten minutes on the site. It has already been named ‘Site of the Day’ and is May’s ‘Site of the Month’ for the esteemed Favourite Website Awards (FWA) while sites like drivers-republic have created their own league competition on the GTI Project site, fastest time wins a day at Millbrook test-driving the new GTI. The site has exploded across different online communities; over 2000 sites now linking to the site. Social buzz across sites is thriving from Portuguese to Polish, and Twitter is littered with the likes of ‘Best interactive marketing that I've seen in ages!’ and ‘I love websites that are not a simple click and view, enjoy GTI Project’ -
The People's Reviewer
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] -
Trivial Pursuit Experiment
Trivial Pursuit Experiment is a fun and addictive game that reveals your inner genius by pitting Men versus Women across the world to discover once and for all, who is the smartest sex! Players can also create banter cards to send to their friends, the perfect way to enlist more players for your side, or to have a dig at the opposition! Because we all have days when our inner genius is hiding, we created the Trivial Pursuit Wedgie awards: send in your favourite clips of real life mistakes and we’ll share the winners every week. Trivial Pursuit Experiment is running in 9 languages, with a world-wide score of over four and a half million correct questions already answered. It’s proving to be a close call with the men in the lead by a narrow 500 questions, though the scores are changing in real-time. This year the classic Trivial Pursuit has had a makeover with six new question styles allowing for faster and more exciting game-play. Trivial Pursuit Experiment was created to support this launch. After all, playing in teams is better because no-one knows everything! The website is part of a wider campaign that includes viral, online display, social media and PR co-developed with US based agency Uproar. -
Monopoly City Streets
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 -
Mid-Life Crisis Retreat
Our humorous campaign for Passat centres around a fictional clinic called ‘The Retreat’. Gently parodying places such as The Priory, The Retreat is where men can be cured of their mid-life crisis, leaving them free to appreciate the understated style and integrity of a Volkswagen Passat. A video-rich campaign, it launches with a microsite (www.midlife-crisis-retreat.co.uk), a rich media ad campaign and email, with additional video content that can be personalised and sent to friends. On the site’s home page, visitors can watch a humorous 60 second film of a man in his psychiatrist’s office discussing his mid-life crisis and how it can be remedied. Visitors can also take the Mid-life Crisis Test so they can evaluate how close they are to having a mid-life episode, as well as find out more about the Retreat’s treatment programme, national statistics (“the average buttons done up on a 46 yr old's shirt has decreased by 2 since 2001”), and hear previous patient’s testimonials (“I finally did it. The rollerblades are on eBay.”). Video MPUs launching on Top Gear, FriendsReunited and Yahoo play the same introductory film on the site’s home page, with an invitation to visit The Retreat website. Skyscrapers show other humorous videos showing a man squeezing into a pair of tight leather trousers or another being washed up attempting to wakeboard. In the background, the same psychiatrist advises that if you, like these men, are showing mid-life crisis tendencies, maybe you should also be visiting The Retreat. The ad campaign runs until July and is part of a wider brand campaign that includes TV, Press, DM and PR. -
True Life Costs
Volkswagen is currently focusing on value - specifically the widely held, erroneous belief that their cars are more expensive than most of their competitors. They wanted to show that, over time, Volkswagens almost always work out to be cheaper. This was an awareness message that needed to reach beyond the people who were thinking about car purchases in the near future. We created a miniature interactive village through which visitors could roughly calculate the long term costs of various aspects of their life: family, fun, holidays, food, home and of course, a Volkswagen car. The aim was to show that the little things really do add up over time, and that Volkswagen is on the case. Once calculated, visitors can share and compare their surprising results with Facebook friends. The beautifully detailed village was shot using a tilt-shift style to exaggerate the small scale feel. Multiple camera passes allowed us to incorporate the streets and buildings into an interactive environment that users can move through as they explore the cost of living their lifetime. The site is a great way for Volkswagen to engage with people in a fun and interesting way while addressing the complex subject of the whole life costs of owning and running a car.
Agency profile
Tribal DDB
Get in touch with Tribal DDB
Website:
http://tribalddb.com
Address:
12 Bishops Bridge Road
London
W2 6AA
Country:
United Kingdom
Telephone:
020 7258 4010



