Tribal DDB won Golds in Digital and Integrated for VW

Tribal DDB Singapore dominated the Digital shortlist at the 2012 SPH ink Awards.

It also won two Golds awards in Digital and Integrated for the Volkswagen Happy New Year 2012 campaign.

The Volkswagen Happy New Year 3D Augmented Reality Mobile App, Volkswagen Tiguan Launch and Tourism Australia 101 Things campaigns made Finalists.

DBS Drive Shield and the Volkswagen Happy New Year 2012 campaign were also shortlisted in the Radio and Creative Media Buy categories.

Jamie Lee, Volkswagen’s General Manager of Marketing Communications, said, “Volkswagen Singapore is delighted to win the two Gold awards. It is nice to see that our technologically-forward and innovative advertising campaigns have been recognised, and we hope our working partnership with Tribal DDB will lead to more success in the future.”

The Idea and Execution

As the digital agency for Volkswagen, Tribal DDB developed an integrated campaign with a twist that distinguished Volkswagen as an innovative brand.

We created Singapore’s first augmented reality press ad that promised to drive up the nation’s happiness index.

By downloading the Volkswagen app, people could check out all the cars in great detail, access exclusive brand content, discover great deals, and even request for a test drive. The interactive ad increased footfalls to the showroom and also took the showroom to potential customers.

The Result

Volkswagen owned a piece of prime real estate on people’s mobile and gained a higher market share in record time. It saw a dramatic increase of 75%* in test drives, and sales increase of 78%* despite escalating car prices.

The first augmented reality print ad ever done in Singapore was featured in over 30 overseas publications, including Bloomberg, Trend Hunter, MSN money and PSFK.

If only everything in life is as innovative as Tribal DDB.

Curious to know how it works? Check out this video link: http://www.youtube.com/watch?v=hh8ZXgTO53c

Download the app: http://itunes.apple.com/ua/app/vw-sg/id516547848?mt=8

*year-on-year for the month of January.

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