DDB UK launches into 2011 with a new innovation business, Tribal Spark.
Tribal Spark will sit at the heart of the DDB UK group and complement all client accounts by leveraging new and emerging technologies.
The tech-led entrepreneurial business will be led by Tom Roberts, Managing Director of Tribal DDB UK and Drew Burdon, Head of Strategy for Tribal DDB UK.
Tom Roberts said: ‘DDB is famous for creating brilliant advertising and Tribal DDB for delivering digital innovation; through Tribal Spark we intend to fuse these rich heritages to use our best talent across the group to develop big, innovative ideas using the best methodologies that help our clients’ business grow.’
Drew Burdon added: ‘Changing consumer behaviour means clients need their agencies to demonstrate a high level of specialism, diversity and integration. Spark is designed to allow clients and agency specialists to work collaboratively and iteratively to create innovative opportunities for their brands, products and business.’
Tribal Spark’s first product is a new Car Configurator iPhone App for Volkswagen. The App is the first in its sector to cover all models, options and accessories across a manufacturer’s entire range. One of Volkswagen’s many strengths is the breadth of its model range and options.
From paint colours and alloy wheels through to spoilers and bike racks, users will be able to design their dream car from a selection of over 90 million different combinations, in the palm of their hand.
The Volkswagen Configurator App is available for free download globally on iTunes today.
The brand is considering expanding the App to other mobile platforms, as well as the iPad, in the near future. It will be promoted through Volkswagen’s website as well as its social media platforms.
Marianne Bearton, Relationship Marketing Manager at Volkswagen, said: ‘This App allows our customers to design and customise their car on the go; they can then visit any retailer showroom with that information.’
Chris Jenkins, Head of User Experience and Development at Tribal Spark, said: ‘Buying a car isn’t like shopping on Amazon: you have to go and see it. The App is revolutionary not because of the technology, but because of the breadth and level of detail within it. Outside of website configurators this is the most comprehensive way for customers to design their next car purchase. Mobile is fast becoming the predominant way to access the internet and shop. It’s unlikely that anyone would take their laptop to a dealership, but a mobile phone you would always have with you.’
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