I Heart New York (TribalNY, that is)

Check out what the kids at TribalNY have been up to:

http://tribalddbnewyork.blogspot.com/

Nike: Kobe

On January 22nd 2006 Kobe scored an 81 point game against the Toronto Raptors, unheard of in basketball, but this is Kobe Bryant. The story of that game is the story of Kobe: Hunger, Vision, Will, Endurance, and Focus. Each of these tenets is embodied in Kobe and that 81 point game.

The website was created to build excitement for his five city tour of Asia and simultaneously emulate Kobe’s journey, in life and on the court.

Mirrored against the five tenets of his personal philosophy the site takes you through the sights and sounds of the court while providing Kobe’s personal thoughts on his game.
Sound and action scripting were used to give a sense of dimension to the experience and build anticipation for his tour.

AA-ownerscenter.com - Your car deserves the best

The Challenge
How do you take a 45 year old brand with a strong heritage but old fashioned image and make it contemporary? How do you do this without sacrificing the equity your consumers know, trust, and respect? This was the challenge Armor All faced when they asked Tribal DDB to create an online presence that reinvigorated the brand with an immersive experience while maintaining credibility and brand loyalty.

Better Ideas
Armor All’s target are passionate do-it-yourselfers, otherwise known as enjoy-it-yourselfers (EIYers). They apply a strong sense of self satisfaction to everything they do in life, including how they care for their car. We wanted to tap into this attitude by providing online tools, advice and information that enabled EIYers to pursue their passion for automobiles. The Armor All Owner Center website was created with the EIYer in mind. With a sleek design aesthetic and a modern character, Armor All could finally position itself as a 21st century brand. At the same the site would deliver the information, offers and community features Armor All’s target wanted online, in a non-authoritative and friendly manner.

Better Results
Within two weeks of launching, Owner Center membership grew to almost 10 thousand, exceeding expectations by over 500%. In two months, there were 20 thousand members with new members joining everyday. As a result Armor All has significantly increased online efforts to reach their consumers while declaring the Owner Center to be their new “brand” for a new marketing strategy.

www.aa-ownercenter.com

Armorall.com - Go head. Stare.

How do you take a 45 year old brand with a strong heritage but old fashioned image and make it contemporary? How do you do this without sacrificing the equity your consumers know, trust, and respect?

Armor All's target are passionate do-it-yourselfers, otherwise known as enjoy-it-yourselfers (EIYers). They apply a strong sense of self satisfaction to everything they do in life, including how they care for their car. We wanted to tap into this attitude by providing online tools, advice and information that enabled EIYers to pursue their passion for automobiles. The Armor All Owner Center website was created with the EIYer in mind. With a sleek design aesthetic and a modern character, Armor All could finally position itself as a 21st century brand. At the same the site would deliver the information, offers and community features Armor All's target wanted online, in a non-authoritative and friendly manner.

Within two weeks of launching, Owner Center membership grew to almost ten thousand, exceeding expectations by over 500%. In two months, there were twenty thousand members with new members joining everyday. As a result Armor All has significantly increased online efforts to reach their consumers while declaring the Owner Center to be their new "brand" for a new marketing strategy.

www.armorall.com

1000uses.com - What's yours?

Situation:
GLAD wanted to increase awareness and education around the versatility of Press ’n Seal wrap beyond the kitchen. Brand saw an opportunity to reach users who experienced an “ah ha” moment with the product, which in turn lead to increased usage occasions. The idea: GLAD® Press’n Seal® has thousands of uses.

Better Ideas:
Tribal DDB leveraged two insights: The first--Press’n Seal® Wrap’s natural versatility. Users were discovering a variety of applications for the product’s unique technology on their own. The second--the web is an ideal forum for consumers to share tips and tricks.

We created a highly interactive website located at 1000uses.com. The site leverages the brand equity of its parent , glad.com, while providing a unique Press’n Seal experience. Visitors may submit tips through a virtual home or browse existing content via a searchable archive. In addition, a monthly $1000 sweepstakes helps drive repeat traffic and an incentive to participate.

To manage consumer submissions Tribal DDB also delivered a custom admin tool for the client to easily review, approve and publish tips. The simple interface provides an efficient method to maintain content quality and integrity.

Finally, Tribal DDB created online advertising to drive awareness among the GLAD’s web-savvy consumers. Units targeted key aperture content providers like AOL, iVillage and Pogo.com.

Better Results:
1000uses.com was an immediate success, attracting heavy activity even before online advertising launched. BrandWeek profiled the launch. The client proclaimed 1000uses.com a huge success, obtaining a trademark for the tagline and integrating it across multiple online and offline vehicles.

The website launched late November 2006 and has already demonstrated strong results:

- 160,000 unique visits
- Over 6,000 consumer tips submitted
- Over 110,000 sweeps entries recorded
- Over 4 minutes spent with the website

www.1000uses.com

Clorox.com - Cleaner homes start with Clorox

Recently, a new Clorox equity guide was launched with the goal of establishing one consistent brand footprint across various mediums. Using thorough research we updated the site to better serve the target audience.

We asked Healthy Protectors (target) about their online habits, in addition to their experience on Clorox.com. We wanted both a quantitative and qualitative picture of our users in order to better understand the arena in which we have credibility to play; product informer versus lifestyle content provider.

Based on focus groups, site surveys and WebTrends data, we learned site visitors are quite satisfied with their experience on Clorox.com, however we had a few key opportunities for improvement:

• Majority (over 85 percent) are first-time visitors
• There is little reason to linger on the site once she satisfies her primary purpose
• There are gaps around safety, efficacy, the environment, and new product usage ideas
• 48 percent cite product information as primary purpose for visit
• Healthy Protectors are task-driven and time-crunched
• They visit sites to have their questions answered
• They’re looking for nuggets of digestible information
• They read health & fitness, home and family-focused articles online

Based on our insights, the following opportunities emerged:

• We can go deeper on what we're doing well, taking product information to the next level
• We have the credibility to be her "lifestyle partner" pushing further on the brand's promise of "Cleaner World. Healthier Lives."
• We can provide tools and content that afford reasons to stay on the site longer and encourage repeat traffic.

Our vision was to transform Clorox.com into an ambassador building vehicle by developing a 1:1 relationship with our consumer in the online world. Based on our research and the corresponding opportunities that emerged, we proposed a three-pronged strategy: enabling our Healthy Protector to engage with, delight in and share her passion for the Clorox brand by embodying the Clorox equity values (tradition, truth, trust and transformation) online.

Since the new site launched, time spent has increased 38 percent, the highest lift in over two years. Page views per visit jumped up 63 percent to almost 14 pages viewed, showing the depth of a user's visit has significantly increased. Daily registrations to the preference center (Clorox.com database) also have gone up 30 percent since the new site launched.

www.clorox.com