***Tribal DDB wins three prestigious awards: a D&AD Silver, a Clio statue & a OneShow award***
Tribal DDB has won three influential awards for its work with Volkswagen on the Phaeton site. In quick succession, the site has collected a Clio statue in the “Best consumer website” category, a OneShow award for “Best business to consumer site” and a D&AD Silver for ‘site interface & navigation’
According to Ciaran Deering, Managing Director, at Tribal DDB: “International recognition for the Phaeton site is a great validation of our work with Volkswagen. We are very proud to see our efforts stand out amongst some excellent competition”.
The Phaeton website, www.thephaeton.co.uk, went live last May in advance of the cars’ launch the following month.
Andrew Coombe, Head of Marketing at Volkswagen comments: “The Tribal DDB team challenged the rules of traditional site design and allowed the car to speak for itself by creating detailed stories on its design and philosophy. We are delighted the site has been recognised with these important awards.”
Tribal DDB designed the website so consumers can explore every detail of the car from the windscreen wipers to the air-conditioning system, and then find out the story behind them: investigating exactly how each component works and what it is made of. The stories also include the philosophy of the Phaeton such as a detailed examination of the transparent factory in Dresden. Here consumers discover where the Phaeton is made and why it was important for the factory to represent the design flair and precision craftsmanship of Volkswagen.
Deering continues: “When you consider that over 90% of luxury car drivers are online, it is clear that the website has an important part to play in the audience’s discovery of the Phaeton.
“The international recognition from winning these awards reflects the fact that the site is set apart from the usual car websites, which are usually based on a more linear structure. By delivering detailed information as a journey of discovery, the consumer takes charge of his research into the car. For this reason, the role of the web was central to the Phaeton marketing campaign, and clearly in receiving these awards, the site has made a mark on the international digital and marketing fraternity.”
About Tribal DDB
Tribal DDB is a top ten international digital marketing agency, with a strong reputation for strategic thinking and excellent creative work. Tribal DDB delivers the full spectrum of digital services from online marketing, media buying and planning and strategic direction through to web design and programming.
Tribal DDB clients include: Volkswagen, British Gas, Guardian, Nationwide, Camelot, BT Yahoo!, Philips & TUI.
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Published on: 12:00AM on 28th May 2004