tribal
2017 CMA Win for VW eCommerce Innovation

Campaign from TRIBAL, TRACKDDB & DDB Canada celebrated amongst Canada’s top business-building communications programs that showcases strategy, creativity and ROI

TRIBAL WORLDWIDE, TRACKDDB and DDB Canada took home a gold, silver and bronze award at the 2017 Canadian Marketing Association (CMA) Awards. Celebrating its 50th anniversary, the CMA Awards is a national advertising effectiveness award competition that celebrates outstanding creative marketing that deliver results.

TRACKDDB earned a gold CMA award in the direct engagement category for its “Atlas 5m Email” that helped launch Volkswagen Canada’s first ever Big-SUV, the Atlas. An email as long as the Atlas itself – a full 5 metres in length reinforced the sheer size of the Atlas with plenty of room to showcase dozens of its innovative features. A big email with big results, “Atlas 5m Email” was the centerpiece of the most successful prelaunch campaign in Volkswagen’s history, with 16,500 prospects registered to receive future Atlas updates – 3X the 2017 sales target.

DDB Canada Vancouver and Tribal Worldwide’s “Found in Canada” campaign for Destination Canada was awarded a silver in the direct engagement category. The campaign aggregated stories that are written in Canada every day by using real Instagram posts to provide Americans with a unique and exciting glimpse of what a trip to Canada could entail. The campaign helped to bring over 13 million American visits in 2016, a 7.7 per cent increase on the previous year.

Tribal Worldwide’s “e-Golf commerce” program for Volkswagen Canada earned a bronze in the direct engagement category. A new initiative for the company and a complete change to its business process, the intent behind the e-Golf commerce program was to determine if consumers would be willing to place a $1000 deposit online for an electric e-Golf model that had never previously been available in Canada, with no idea on cost, timing or drivability. Within the first week of launching the program Volkswagen received 62 deposits.

Celebrating results-based marketing, the CMA Awards is the largest and most prestigious effectiveness awards competitions in Canada. A complete list of 2017 CMA winners can be viewed here.