The Siemens win in Shanghai will involve extending the mobile phone
vendor's 'Bear to Girl' above-the-line promotion to the internet. Tribal
DDB has set up an online community marketing campaign to drive
registration and customer loyalty within the Siemens mobile online
club.
According an agency spokesman, the programme was based on Siemens'
advertising launch campaign for the new Siemens 2118 mobile phone and
was a peer-to-peer competition or referral programme. It featured a game
with prize giveaways. A banner was placed on the 163.com website to
drive the message.
In Beijing, the agency won Hewlett Packard's new LaserJet online store business.
It will help boost sales and will revamp HP's website to make it more user-friendly.
The agency will set up an online survey to pair product with user needs in as compatible a way as possible as well as a comparison system to evaluate product criteria.
Tribal will also create an HP personality icon - Engineer Wei - to help users with their purchase of a LaserJet.
Tribal DDB Hong Kong, meanwhile, will create online sales material for DHL. The agency had pitched for DHL's online sales kits to be segmented according to industry.
