We are a full service digital marketing agency here in London. With over 100 fulltime staff we offer expertise in communications, applications and web site development. We also have dedicated units for health, innovation and social media. The agency is part of the Tribal DDB Worldwide network, which is held by marketing services giant Omnicom. Clients include Volkswagen UK, Philips, The Guardian, Hasbro, GSK and many others. Founded in 1995, BMP InterAction was the primary operating arm of interactive R&D and client service provision until being rebranded as Tribal DDB in August 2000, following DDB Worldwide’s merging of the interactive services arm of BMP DDB with DDB Digital. The UK branch became Tribal DDB London. Tribal DDB London is now made up by a group of companies Radar DDB, Tribal Beta, Tribal DDB Health and global compatriates in the Worldwide network. Advertising Age announced in January 2009 that it has named Tribal DDB Worldwide to its esteemed Agency A-List. This marks the second consecutive year Tribal DDB has received honours from the publication, having been the first digital agency to win Global Agency Network of the Year in 2008. . Previously, it has been named Interactive Agency of the Year 2005 by Adweek, and it was the Interactive Agency of the Year at Cannes Lions International Advertising Festival 2005. Tribal DDB London has won a number of awards. Most recently the agency was awarded at the 2008 Eurobest awards
Challenge The previous Volkswagen website had launched in 2001 and while it had been efficient at delivering information to consumers, it provided neither a real brand experience, nor did it help move people towards sale. We needed to create something different for Volkswagen that would: Create a brand experience to reinforce the brand values and deliver the customer to a point of purchase, or repurchase, in a state where they are emotionally excited and rationally convinced about Volkswagen’s products or services Develop a data platform for ongoing communications based on customers’ motivations for purchase and their online and offline behaviour Open the dialogue between the brand, our retailers and our customers and strengthen the relationship between all three parties by being the facilitator of meaningful connections Create journeys that drive customers to retail environments to purchase products and services.
Monopoly is a game that is a victim of its own success. Everyone in Britain knows it, has played it and most households have owned a set at some point in their lives. Trying to create new interest and drive new sale in this famous icon was easier said than done.We were briefed to re-ignite people’s passion for Monopoly. The primary objective of the campaign was to generate a real ‘buzz’ around the launch of the updated game to build consumer excitement and awareness of the new version. Hasbro had high hopes for the new variant and felt Monopoly ‘Here & Now’ could reignite the core Monopoly brand. As such, our overall objective was to increase the total value of Monopoly by 15%, by the end of 2005.
Challenge This year Volkswagen created a website which is the antithesis of the perceived ‘nightmare’ showroom experience. The brief was to highlight Volkswagen’s innovative approach to automotive retailing by promoting the website and its customer facing tools and services. There were two critical challenges: To demonstrate digital innovation while drawing upon, and building on, the Volkswagen brand’s reputation for reliability and certainty (something of a juxtaposition). To ensure customers recognised the relevance of the website to Volkswagen’s business of making and selling cars Insight Buying a car is a daunting experience for many. Aggressive salesmen, technical data and so many model choices that it’s hard to distinguish your A3 from your C2. Despite an opportunity to address these issues, most manufacturers simply replicated their confusing sales environments online. Volkswagen didn’t – instead they created a website, which is the antithesis of the perceived ‘nightmare’ showroom experience.