Tribal DDB Wins Big at Annual Social Media Awards
NEW YORK, Nov. 18, 2011 /PRNewswire/ — DDB Worldwide Communications Group Inc announced today that it earned an impressive five Forrester Groundswell Awards at yesterday’s fifth annual awards show, presented at the Forrester Marketing & Strategy Forum EMEA held at The Grove country estate in London November 16-17. The awards recognize excellence in achieving business and organizational goals with social technology applications and the DDB wins further showcase the success of the group’s work for clients including KLM and StarHub.
“We’re very honored and energized to have such bold clients who allow us to move ahead with new technologies in the social space,” said Paul Gunning, CEO of Tribal DDB Worldwide and Chief Digital Officer of DDB Worldwide. “These wins are the product of our talented teams who always look to push our briefs further and tap technology in unique ways to create great work.”
Tribal DDB Singapore was honored with a total of two Forrester Groundswell Awards. The wins were awarded for the StarHub “Musical Fitting Rooms” campaign in the Business to Consumer International: Mobile Application category and for the “Singapore Spring” elections campaign in the Business to Consumer International: Social Impact category. Tribal DDB and DDB Amsterdam’s celebrated KLM “Tile & Inspire” campaign was awarded the Forrester Groundswell Award in the Business to Consumer International: Talking category. DDB Brazil also won two awards in Business to Consumer International in the Supporting and Embracing categories, respectively, for Tok&Stok and Ferrorama.
“Once again, we received excellent entries for the Forrester Groundswell Awards from around the world,” said Josh Bernoff, senior vice president, idea development, at Forrester and co-author of Groundswell and Empowered. “We selected the winners based on the most impressive results from among over 200 entrants this year.”
Tribal DDB and DDB Amsterdam’s global “Tile & Inspire” campaign for KLM Royal Dutch Airlines utilized social media to generate crowd-sourced uploads of users’ photos to feature consumer faces within traditional Dutch delftware blue tiles on a real Boeing 777-200 airplane. The airline unveiled the Boeing 777-200 airplane exterior wrapped in a selection of 3,965 crowd-sourced tile images and uplifting quotes. The campaign was part of KLM’s ongoing effort to increase worldwide awareness of the brand’s Dutch heritage and its promise to supply Journeys Of Inspiration. The “Tile & Inspire” plane is still currently en route around the globe following its maiden journey from Amsterdam to Atlanta.
StarHub’s “Musical Fitting Rooms” was developed by Tribal DDB and DDB Singapore by combining music and fashion – two powerful forms of self expression for youth – with RFID technology to create a hyper-personalized experience. Tribal DDB tagged RFID chips to clothes and installed RFID readers with directional speakers in the fitting rooms of selected fashion retail stores. When a garment was brought into the fitting room, the RFID chip triggered the reader to play a music track that matched the style of the garment. An iPad interface installed in the room then provided information about the suggested song, as well as a link to StarHub’s online music store. StarHub’s Musical Fitting Room introduced the young shoppers to music that best suited their style and helped them to better express themselves through both fashion and music. It positioned the StarHub Music Store as the online music portal that is truly in tune with what matters to youth.
Tribal DDB created a useful informational tool before the Singapore General Election 2011 upon recognizing that over 44,000 counts of political buzz exploded on social media, blogs, forums and websites the week leading up to polling day. Singaporeans needed to make sense of it all so Tribal DDB created “SG Party Time” to turn the data into simple, attractive infographics, using data and analysis by Brandtology. The project was part of an effort to encourage openness and real-time tracking of the election outlook while remaining neutral and providing statistical analysis. Users could get a bird’s-eye view of on-ground sentiments at all constituencies. They could see how well liked (or disliked) each party was. They could also see what people said about each party, in real time even as speeches were broadcast. In the seven days of campaigning, SG Party Time had over 252,000 page views with 6,000 unique visits per day, an average of four minutes per visit and more than six pages viewed per visit. The campaign was shared over 2,000 times on Facebook and reached an estimated 80,000 Twitter users.
DDB Brazil created furniture assembly instructions in a novel way for Tok&Stok’s furniture. The agency showcased Tok&Stok’s easy assembly in a fresh and interactive way: by listing Tok&Stok’s assembly instructions within a Twitter profile. The manuals were reduced to a maximum of 140 characters, including a link to a diagram of the furniture piece. Consumers only needed to look for the hashtag with the name of their purchased item and follow the simple instructions.
Ferrorama is a model train made by Estrela, the biggest toy brand in Brazil, which was discontinued in the 1980′s. DDB Brazil discovered thousands of Ferrorama fans on Orkut – the social network that is bigger than Facebook in Brazil – and set about persuading Estrela to relaunch the product with the “Come Back Ferrorama” campaign. The president of Estrela challenged fans to prove their devotion to the brand in a unique, product-related way: fans had to get a Ferrorama model train to run 20 km (12.42 miles) to a popular landmark in Brazil with only 120 meters (131.23 yards) of track and without stopping the train at any time. A website was created and broadcast the journey through live videos and tweets and fans could also follow their progress through Twitter and Facebook. After five days they made it and the president of Estrela honored his pledge. 1,230 fans pre-reserved toys on the website and the product sold out one month after its release. The topic topped Brazil’s Twitter trending topics on three occasions and attracted more than 600,000 views, posts in 90 blogs and unprecedented earned media globally without a campaign.
KLM “Tile & Inspire“ (Tribal DDB Amsterdam)
Talking (Business to Consumer International)
StarHub “Musical Fitting Rooms“ (Tribal DDB Singapore)
Mobile Application (Business to Consumer International)
“SG Party Time“ (Tribal DDB Singapore)
Social Impact (Business to Consumer International)
Tok&Stok Twitter Manuals (DDB Brazil)
Supporting (Business to Consumer International)
Estrela “Come Back Ferrorama” (DDB Brazil)
Embracing (Business to Consumer International)
About Tribal DDB Worldwide
Tribal DDB Worldwide (www.tribalddb.com), an Advertising Age A-List Agency, is headquartered in New York with 60 offices spanning 42 countries around the globe. Since it was founded in 2000, Tribal DDB has expanded and been recognized well beyond its digital roots. By 2005 Tribal DDB was named Interactive Agency of the Year by Adweek and at the Cannes International Advertising Festival, where it took home the most Lions and the Cyber Grand Prix. This was followed in 2007 by Tribal DDB being the first “digital” agency to win Global Agency Network of the Year from Advertising Age, and then in 2009 being the first to win the Grand Prix in Film at the International Advertising Festival at Cannes. Tribal DDB continues to draw on its expertise in digital innovation and its heritage of creativity and insights to bring clients the most effective and differentiating marketing solutions for today’s world. Tribal DDB Worldwide is part of Omnicom Group’s DDB Worldwide.
DDB Worldwide Communications Group Inc (www.ddb.com) ranks among the top five consolidated advertising and marketing services global networks, according to Advertising Age. Consistently one of the most awarded networks globally for creative excellence, DDB was Campaign‘s 2009 Global Network of the Year, the 2010 Spikes Asia Network of the Year, 2010 Eurobest Network of the Year, 2010 Campaign Asia Pacific Creative Network of the Year, and captured both the Cyber Grand Prix and Film Craft Grand Prix at the 2010 International Advertising Festival in Cannes. With more than 200 offices in over 90 countries, DDB Group believes in the power of Social Creativity to grow the value and influence of brands around the world by creating ideas that people want to play with, participate in and pass along. DDB Worldwide is part of Omnicom Group Inc. (OMC).
SOURCE DDB Worldwide; Tribal DDB Worldwide