Author Archives: Adam Good

09.28.04
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Tribal DDB Sydney wins Gold at Montreux

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Tribal DDB Sydney has won the prestigious Gold Award in the category of Brand Promotion website at the 2004 Montreux Advertising & Multimedia Festival in Switzerland for their brilliantly creative and innovative work on the Golf R32 microsite for Volkswagen.

Volkswagen is a great client that allowed us to take them out of their comfort zone on this job. The Golf R32 is such a unique model requiring differentiation from the rest of the Volkswagen range, not to mention its competitors. They have afforded us the opportunity to be extremely creative in terms of the driver journey along the road to purchase.

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The Volkswagen Golf R32 is a limited edition 3 door hatch with incredible power and performance characteristics – the most powerful Volkswagen Golf ever built.

As part of a fully integrated launch campaign, Tribal DDB produced an ’emosite’ that created a tangible, interactive experience out of the sporty, sexy, individual drive offered by the car. Speed, performance, style and integration are present in everything from loading to content delivery.

The site uses a blend of flash animation and studio shots compiled by Tribal DDB. A video from Volkswagen AG is also incorporated to give the site more ‘rev-head’ appeal.

The emosite takes the viewer on a complete performance journey, outlining all the car’s features and specs, allowing the driver to appreciate the virtual power of the engine.

This same work was a finalist in the British D&AD Awards, Interactive & Digital Media ‘Automotive Sector’. Tribal DDB Volkswagen Touareg CD-ROM for Volkswagen was a finalist in the Promotional Advertising category of the One Show Festival.

09.25.04
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SatCom 2004: MULTICAST TECHOLOGY “Programming to Attract and Hold Audience”


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TALK: Revolutionising Advertising and Media
September 2004

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The next ten years will be marked by the rise of multicast branded digital content whereby advertisers either create or distribute entertainment to woo consumers and create credibility. Ultimately digital advertising will offer more entertainment variety than television. For the under-40 age group the Internet will become the primary media experience by 2008.

This talk looked at how advertising and media programming is changing the way we communicate messages to our customers. The new future digital advertising programs will offer a combination of great content, excitement, fun, education and interaction.

Advertisers will have to learn to focus on these elements in their messages. Mobility of tools such as mobile phones, pagers and personal organisers will make it possible to be accessed anywhere, anytime, any place.

There is nowhere to hide. With this revolution in advertising comes the opportunity for companies to use digital multicast technology to market and bond their customers around the brand, using a distinctive interactive voice that helps customers develop a more personal relationship with the business.

09.01.04
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Tribal DDB Sydney wins Mobile Marketing Award

Tribal DDB Sydney has won ‘Best Sales Promotion’ at the 2004 Mobile Marketing and Advertising Awards.

 

Tribal DDB Sydney was a finalist in two categories for one client – work done for McDonald’s ‘Sip ‘n’ Flip 2 Win: Best Integrated Campaign and Best Sales Promotion.

We’re extremely proud of the work for McDonald’s. The Sip ‘N’ Flip 2 Win campaign was a great idea and a good example of a campaign that touched consumers through several digital touch points. The program involved several parties and I thank DDB Sydney, Creata Promotions, Pacific Highway and Legion Interactive for the collective skills and disciplines they brought to the program. I’m very happy we’ve been recognised for our work. I also think it’s great that McDonald’s is an innovative advertiser, as Sip n’ Flip 2 Win was a very brave, challenging project to roll out for McDonald’s.

Tribal DDB Sydney did well in these awards last year for McDonald’s, winning ‘Best Use of Radio’ and runner up in  ‘Best Integrated’ with the Cool Train campaign.

The Tribal DDB Team working on McDonald’s Sip ‘n’ Flip 2 win include: Creative Director Aaron Turk, Account Manager: Caroline Brazier, and Technical Director Terence Chang.

12.17.03
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B&T: Tribal DDB Australia Runner Up Interactive Agency……again

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For the second year running Tribal DDB has taken out the ‘runner up’ B&T Interactive Agency Of The Year Awards.

As quoted in B&T magazine on Friday the of 12th December, ‘Coming in a close second (to NetX) was Tribal DDB thanks mainly to the agency doubling in income and staff numbers as well as showing a consistency across all judging criteria.

10.28.03
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McDonald’s Australia: Sip ‘n’ Flip 2 Win Mobile Promotion

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McDonald’s asked Tribal DDB Sydney to develop a promotion that was simple, efficient and engaging to consumers with a primary objective to increase the total drink UPT’s and volume over the period of the promotion or campaign to create customer excitement throughout the promotion.

Our idea Sip N Flip 2 Win

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Tribal DDB carried out all strategic, concept and online development phases of Sip N Flip 2 Win, Legion Interactive supplied the SMS engine and cup code validation. 

The key requirement from the website, apart from integrating with the SMS promotion is to provide an alternative entry channel for people without mobile phones. The mechanics of the promotion is as follows;

1. Unique game codes were printed on a perforated section hidden under the lip of medium and large drink cups.  Advertising directed customers to pull out and flip back the perforated section to reveal the code.

2. Customers were instructed to then SMS this unique game code to 0413 MACCAS (622 227) or enter it via website www.mcdonalds.com.au

3. In return for entering the unique game code, the entrant received:

• An Instant Reward +
• An entry* into that day’s ‘Daily’ prize draw +
• An entry* into the next ‘Ultimate’ prize draw

Note: An entrant was given 2 chances in the draw if the code was from a large Cup.

Each medium and large cup contained a single code. The database recognised which size cup the code was entered from and assigned the appropriate number of entries the entrant was entitled to.

For every code that was received and validated from a medium cup, the entrant received one Instant reward; one entry into that day’s ‘Daily Prize Draw’; and one entry into the next ‘Ultimate Prize Draw’.
Each time a consumer submitted a Unique Game Code that was received and validated, they were awarded an "Instant Reward". These included McDonald’s food, Video Ezy, Blue Sky Frog and dStore.com.au offers.

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SIP N FLIP 2 WIN HAS recorded Australia’s largest ever number of entries for an sms promotion: over four million entries in six weeks. The promotion also saw over 2.2 million unique players.

The primary focus of the promotion was to increase the total drink UPT’s and volume. The campaign succeeded in increasing the UPT’s. Our client was also able to enjoy positive feedback on the creative work.

Using online and SMS created a dialogue with customers based on minimal consumer data. Perfectly in line with our brief to develop a promotion that was simple, efficient and engaging to consumers. 
SIP N FLIP 2 WIN worked from a strategic foundation that served to drive transactions by stimulating re-purchase. Rather than creating a currency with ‘point’ that accrue through a high level of consumer involvement, it sought to reward EVERY purchase with ‘instant rewards’ and a chance to win major prizes that can be reached with a low level of consumer involvement.  Online and SMS achieved this objective.

Importantly, the game was also designed to appeal to a youth target market. The mechanism sought to reward high volume purchase behaviour. This segment of the market potentially offers the greatest impact on transaction counts and revenue with the smallest shift in existing purchasing behaviour.

09.22.03
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Strategic Branding Conference: TALK: “The Channel Of First Impressions “

Park Hyatt Hotel, Melbourne
18th and 19th of September 2003

Below are some highlights to my talk.

Online Advertising:
Maximising the impact, value and performance of your brand

  • The power to choose and distribute content is facilitated by the many digital devices people are now using in their everyday lives.
  • People have not made it easy for us by choosing to connect through so many devices. It can be a pretty confusing landscape out there and it may get even more confusing as by the end of the next decade.
  • Use of instant messenger has increased exponentially. Messenger speak, are beginning to enter the vernacular. In the UK, Belgium, Netherlands and Spain, MSNing has actually become a verb. People ‘MSN’ each other. In the Netherlands, Messenger is so popular a newspaper even writes a weekly article in messenger speak….
07.28.03
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Trial DDB Sydney wins Mobile Marketing Award for McDonald’s

Tribal DDB Sydney picked up two MOBI awards at the Mobile Marketing Association Awards held last week in Sydney. Both awards, across different categories were for the same program, McDonald’s ‘Cool Train’.

Tribal DDB won the major award for ‘Best Use with Radio’ and won the Highly Commended award in the overall ‘Best Integrated’ category.

McDonald’s ‘Cool Train’ campaign objectives were to communicate the summer New Tastes Menu range in such a way that was visually engaging and encouraged viewers to actively interact with the brand. With a TVC featuring a covert phone number on a fast moving train, curious viewers could phone or SMS to get more information. They were then directed to "unlock" a secret website, whereby participants could apply for the opportunity to feature in a future McDonald’s TV commercial. A nation wide search began as talent applications flooded in for the opportunity to feature in a TV commercial. The final candidates were selected and featured in the April "Ragin Cajun" Burger TV campaign. The TV campaign was further supported by Nova FM, who actively promoted ‘Cool Train’ on air.

This is a great indication of the kind of work Tribal DDB performs that is ‘beyond the website’. It was very exciting working with McDonald’s on developing a hidden ‘easter egg’ into a TVC to create another level of involvement with the brand and the communication message. It’s now clear that the combination of channels including TV, radio, SMS and the web worked really well. The whole team is really proud to have won these awards.

Photo from the awards night

Me, Aaron Turk, Aaron Michie