Click here to view the embedded video.

So when Tribal DDB was asked to deliver an anti-smoking message by the Health Promotion Board (HPB), we had to play it a little differently.

The Challenge

Youths don’t listen – in fact, they never did.
But New Media can open up new ways to engage and interact with them so maybe now, they might listen.

The Idea & Execution

Using a set of HPB-created characters called Hello Monsters, TribalDDB developed a tower defence game.

The rules were simple – defend a character called Jimbo from 18 stages of attack from the ‘Smokey Gang’, by stationing Jimbo’s friend along a path.

To win the game, players had to understand the strength and weaknesses of each character. We weaved the anti-smoking messages into the game play.

Anti-smoking messages were also reinforced every time players unlocked new characters.

With music and visual effects, the game achieved non-smoking messages through interactive game-play strategy, between good and bad.

The Results

Nearly 70% of visits in the first 2 weeks were new users, with an average of 3 minutes spent on the site per user.

Facebook referrals accounted for nearly 10% of the traffic.
Local forums like hardwarezone.com.sg and forums.sgclub.com also picked up the buzz.

In just a week, Jimbo Defence had more than 600 contenders vying for the top spot, with users returning an average of 3 times.

It’s all about a new digital savvy – as shown by HPB and Tribal DDB.

Orchard Road. Filled with the glamour and glitz of the newest gadgets, most aspirational fashion, and must-have brands. Often at hard-to-have prices.

Courts was determined to change that, by bringing its renowned value to Singapore’s most famous shopping belt.

The Challenge

Established in Singapore for over 35 years, Courts has gained a loyal customer base in the heartlands.

So it turned its sights to Orchard Road to showcase its cutting edge technology and stylish home furnishings. Targeting uptown locals, foreign residents and tourists, it chose to set its 10th store among brands and retailers where competition is the fiercest in Singapore: Orchard Road.

The Idea & Execution

Why have a store when you can have a whole building?

Courts took over all 8 levels of 228 Orchard Road, recently exited by another retailer, and gave customers a peek of the value to come with its ‘Entry Sale’.

Its uncompromising idea? Bringing its heartland value to Orchard Road, like never before.
And the icon to herald the arrival of hard-core value? The iconic street sign itself.

With renovations finally over, the store officially opened its doors on 3 July. It was a grand affair filled with music, entertainment, celebrities, sandwich boards, and of course unbeatable deals.

The Results

Eager shoppers queued well before the store opened its doors. In the first weekend of trading, 10,000 customers snapped up the exclusive bargains. This drove sales to 20% above already high forecasts.

Orchard Road has never looked this glitzy or great on value.

RAPP has recruited Patrick Chin as Associate Managing Director for its Singapore operations to service its growing client profile and strengthen the agency’s marketing solutions offering.

‘Patrick is one of the best there is at CRM solutions, and has delivered exceptional results for clients through the years including Hewlett Packard, Singapore Airlines and Nokia. He’ll expand the RAPP practice into marketing solutions in retail management, digital and activation,’ said David Tang, President and CEO, DDB Group Singapore.

Patrick assumes the role of Associate Managing Director at RAPP Singapore, and will report directly to David Tang, President and CEO of DDB Group Singapore. Formerly Director and Head of Research and Statistic Unit at the Ministry of Health in Singapore, Patrick has also led CRM analytics units at TBWA\Tequila, The Gallup Organisation, Citibank and the Ministry of Manpower.

With over 13 years of customer and business intelligence experience, Patrick brings with him a pragmatic approach to CRM – specialising in marketing analytics and research in the customer loyalty domain, and developing new market segments for businesses. He has worked on key blue-chip accounts, including Singapore Airlines Krisflyer, Microsoft, Nokia, Hewlett Packard, Citibank and Nestle via customer and business intelligence, loyalty, research and analytics projects to gain measurable results in the most competitive categories.

The Holy Grail of advertising creativity is for an agency to create both, effective and experimental, work; advertising that delivers the results for our clients and gleaming ideas that light the way ahead.

At DDB Singapore, our fingertips are within brushing distance of these two golden goals:

• Last month we became Singapore’s most awarded EFFIE agency for a 7th year.

• And last week we became Singapore’s most awarded agency in Print and Outdoor at Cannes, with three Lions.

Rough Guides: Spend less, see more.

Bose Noise-Cancelling Headphones: Hear nothing you don’t want to.

Winning at the Effie is like playing in a year-long NBA season, where the team has to be supremely agile, consistent and versatile, across multiple campaigns, to come out tops in the league.

Winning at Cannes calls for superb skills and improvisation to break new grounds, not unlike how the Harlem Globetrotters amaze with new thrills every year.

It hasn’t been easy – and it won’t be easy moving forward. Because these divergent thrusts require us to think ideas that are winners at marketing effectiveness, and also ideas that can sweep the judges with new levels of innovation.

And how do we do it? Think of an F1 team with a big road-car assembly line that runs it and you get the picture. The ideas that push the boundaries eventually get incorporated into less experimental and more effective campaign modules.

The award-winning entries can be viewed here – to get fired-up for the next season of Catchfire work!

The Best is yet to come.

Singapore – Singapore agencies had a winning streak for outdoor campaigns at the Cannes Lions Advertising Festival this year with DDB, Ogilvy, Y&R and JWT all bagging silver Lions for the category.

For Outdoor, DDB won two silvers Lions and a bronze one in the Press category for its campaign for Bose’s noise-cancelling headphones

Source: http://www.marketing-interactive.com/news/20546

Click here to view the embedded video.

Getting Singaporeans to support a cause such as organ donation is even more difficult.

The Live On campaign in 2009 told a compelling story of how it brings new life through the eyes of recipients, donors and their families and loved ones.

We were encouraged by the signs of positive support for organ donation.

The Challenge

Evolve Live On to gain empathy and support among the youth.

When a Singaporean turns 21, he is empowered.
Empowered with the ability to save lives, should he choose to do so.

We had to engage this special audience, who are out of the reach of traditional channels, to subscribe to this cause through participative new media.

The Idea & Execution

Youth are most influenced by their peers.

We wanted them to create content that provides a positive perspective on organ transplants which appeals to other youth. To support them, short listed teams would be given seed funding and most importantly, mentorship with judges of different disciplines, including award winning director Royston Tan.

We targeted outreach through schools, Facebook, Twitter and an edgy (www.liveonfilms.sg).
The only paid media used were web banners on sites such as Facebook and MSN which they frequented.

The Results

The launch of the Live On Film Competition held in LASALLE College of the Arts saw a large turnout of youth.

The judges were present to field questions and provide tips to help make film entries stand out.

The campaign launch achieved extensive coverage on Channel News Asia and Mediacorp Channel 5 News. While the Live On Facebook Fan Page has since doubled the number of fans.

Books, like old friends are mostly forgotten.
We read them once, then accumulate, and finally forsake them.

A forest of trees gets trampled over.
Book lovers do not always make good earth-lovers.

The Challenge

The National Library Board wanted to take to recycling. In 2009, working with DDB, it got 5,500 book-lovers to exchange and recycle 55,000 books in just one day.

This year, the task was to raise the bar without breaking the bank.

The Idea & Execution

To give old books new beginnings, we wanted to stir public imagination. After all, that’s exactly what reading was supposed to do: open up minds.

A 30-sec TV spot showed a classic mash-up of the tragic tale of Titanic turning into the adventures of Robinson Crusoe – courtesy of the book exchange.

We enlisted the support of green advocates, including StarHub who provided promotional airtime for the Singapore Book Exchange.

In print and posters, the execution used a simple visual metaphor – two books coming together to form the infinity symbol.

The client would have preferred a simple campaign idea. But we held on to our convictions and promised them we would go the distance to see it work.

The Results

The event broke the previous year’s record and proved to be a resounding success.

In a single day, over 6,600 participants (up 17%) exchanged 73,000 books (up 25%). The event even made it to the front page of Singapore’s leading newspaper, The Straits Times.

Reading and recycling couldn’t have found a happier ending. Marrying creativity and social consciousness, The National Library Board and DDB became happy allies to champion public good.

SINGAPORE – To launch Changi Airport’s largest-ever shopping promotion, ‘Be a Changi millionaire’, Changi Airport Group were not content with just another print, television or website campaign, the group wanted something spectacular.

A few hundred Singaporeans were recruited to show what it feels like to win a million dollars in a flash mob-style mass performance right in the heart of Changi Airport. Over 1,000 sign-ups were received from which 700 were shortlisted.

Source: http://www.campaignasia.com/Video/216774,behind-the-scenes-with-be-a-changi-millionaire-campaign.aspx

Shopping promotions are a dime a dozen; most are hardly newsworthy.

For the world’s finest airport, Changi wanted to create a million-dollar feeling and spread the buzz
for its annual shopping event.

The Challenge

Launch Changi’s largest-ever shopping promotion, Be a Changi Millionaire.

After all, it’s where the world shops. Our job was to get the world to stop and watch.

The Idea & Execution

To create that million-dollar feeling, we weren’t content with a print, television or website campaign.
We wanted the spectacular.

And so we invited Singaporeans, naturally proud of Changi Airport, to show us what it feels like to win
a million dollars – in a flash mob-style mass performance, smack in the heart of Changi Airport.

We were expecting maybe a hundred people; Singaporeans being naturally reserved creatures.
We didn’t think they could sing or dance – after all, it wasn’t exactly an audition for ‘Singapore’s
Got Talent’.

In a week, more than 1,000 signed up. We accepted 700. These included a few seasoned dancers but mostly newbies, aged 10 to 75 (and even some airport and airline staff who couldn’t resist a spot of fun).

Over a few weekends of rehearsals, they put up a stellar performance – with the help of percussionists, hip hop artists and breakdancers to complete the motley crew.

Guest bloggers were invited to lend their social media influence to our cause.

First, we released a teaser video designed to pique curiosity: Changi’s coolest “cleaner” flaunting his breakdance moves while on the job.

On 22 May 2010, it all came together as more than 400 performers took Changi Airport T3’s transit mall by storm. It was without a doubt, the best ever Great Singapore Workout on show.

In just over three unforgettable minutes, a stellar show was captured and done with – and true to Changi’s ever-so-efficient manner, normalcy resumed.

Changi’s shopping promotion was off to a great start, captured on video and released on social media.

The Results

The social media sphere was set abuzz, including some bootleg versions of the flash mob captured by passing visitors at the airport.

It made headlines, in the press (AsiaOne, Yahoo! News and RazorTV) and across blogs and social networks in the region, from Bangalore to China.

The video has since clocked over 30,000 views and been featured in over 50 blogs.

“Finally, Singapore is exploding out to the world,” said Ranjan, 21, a participant. “I love the fact that people can come together to perform on such a mass scale. There’s a great sense of fulfillment,” added Gabrielle, 22, a singer.

It’s an idea from Changi Airport, for the people, made by the people – which aptly sums up our belief in social creativity. Word-of-mouth for a new kind of news flash.

Join in the celebration at the following places:

• Changi Airport: http://www.changiairport.com/millionaire
• Behind the scenes:http://www.youtube.com/watch?v=HSO96iwf5Ok
• YouKu.com: http://v.youku.com/v_show/id_XMTgwMTYwNTMy.html
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Volkswagen Group Singapore has appointed Tribal DDB in Singapore as its digital agency of record to manage and deliver digital requirements for the Volkswagen brand, starting from June 1.

‘Volkswagen is gearing up with a stronger focus on digital engagement. Tribal DDB has demonstrated a strong understanding of using online mediums to engage customers in unconventional ways. Their capability in the area of innovation is reflective of the Volkswagen brand philosophy and the edge we are looking for in a digital agency,’ said Jamie Lee, General Manager, Communications at Volkswagen Group Singapore.

Tribal DDB will undertake various digital efforts for Volkswagen Group Singapore, ranging from online communication and promotional activities for its new range of models to be released this year.

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