the dubs credentials 2013

Digital engagement to inspire audiences

For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com

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About Us

We are a digital marketing and social media agency.

We create environments that inspire audiences to interact with brands by connecting them with the brand’s story and each other.

We draw on our 16 year digital heritage in working with brands, content producers and audiences to deliver commercial results centred on the audience and their needs.

Also, being independent we offer impartial, intelligent and appropriate solutions.

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Content StrategyCLIENT: Commonwealth Bank

Our brief was to create a contentstrategy to maintain a relationshipwith Commonwealth Bank’s homeloan customers.

The solution was to develop adestination (named Living Space) thatwould provide curated, sourced andprofessionally produced contentrelating to the needs of their homeloan customers.

Key to the success of the project is toproduce the highest level of content.We have sourced journalists andwriters who currently write formainstream newspapers andmagazines, thereby providing LivingSpace a level of quality nottraditionally associated to a brand.

The future scope of the project is to,over time, reduce the dependance ontraditional advertising as this projectbecomes a destination in its own rightfor the audience to seek advice andinformation surrounding their home.


CorporateSocial ResponsibilityCLIENT: CITI AUSTRALIA

Citi Australia’s corporate communications department approached us to oversee the launch of its social media channels, create entertaining content and drive audience engagement.

Using footage from Citi’s corporate film, our challenge was to create bespoke video narrative that would juxtapose both the human element of the restaurant programme with Citi Australia’s involvement in the scheme.

The result was a 4-part mini-series that played out over Facebook. The video launches saw spikes of user engagement and generated ongoing, positive PR for the restaurant. This campaign marks the start of our ongoing relationship with Citi Australia.


Social Media MarketingCLIENT: CITIBANK AUSTRALIA

The credit cards division of Citibank Australia asked us to develop and run its inaugural Facebook acquisition-led campaign called ‘Financial Freedom’.

It plays to the aspirations of Citibank’s target market whilst promoting a specific credit card offer. Marrying the popular mechanic of a personality quiz with a financial focus allowed us to entertain audience members whilst driving them to enter a competition and share it with their friends networks. Status updates and Facebook Ads further bolstered campaign reach and maximised engagement opportunities.

The result is a bank of extensive customer insights, acquisition opportunities, positive word of mouth and ongoing PR for Citibank Australia. The success can bemeasured by Facebook statistics showing its fan base increased nearly 400% in one month and averaged over 60% engagement (at the time the top 10 Australian financial institutions averaged 10-20% engagement).


Online BankingCLIENT: ING DIRECT AU & UK

Our relationship with the world’slargest online bank ING Direct startedearly in 2003 when we helped launchthem into the United Kingdom andwe’ve been their strategic web agency ever since. This account went international for us at the startof 2007 when ING Direct Australiaselected us as their digital agencyafter a competitive pitch.

The heart of our remit is to ensureING Direct’s customers get the best experience online while from amarketing standpoint, our strategicbrief tasks us with stitching digitalinto all available marketing andcommunications channels.

As a snapshot at any point in timeyou’ll find us evolving ING Direct’swebsite customer experience, becrafting online advertising campaignsto promote new products, orextending other channels such asexperiential and direct to includetactical microsites and emailmarketing to maximise their reach.


Social Media CampaignsCLIENT: ING DIRECT

Following ING Direct Australia’s rebrand spearheaded by the adoption of Charles the Orangutan as brand ambassador, The Dubs moved the bank into its next phase with social media.

The Dubs launched a conversation campaign under the moniker of “Charles Writes” in Facebook to create an emotive connection with people in social media uncluttered by standard industry bank product messaging.

The latest phase involved the roll out of the Charles’ Champions campaign that creatively rewarded loyal customers with special gifts. Ever since its launch, the Facebook page has been inundated with positive and encouraging comments declaring ING DIRECT as one of the most innovative banks displaying genuine customer service.


iPad AdvertisingCLIENT: ING DIRECT

The Dubs developed specific iPadadvertising for the new Fairfaxnewspaper tablet application. Theadverts were a first for ING Directand Fairfax using custom HTML5 todeliver an engaging experience.

As the dwell time on the Fairfaxapplication was much higher thanacross web channels (averaging over30 minutes per user) the advertswere crafted to deliver broaderengagement than a traditional advertto maximise this captive audience.

The adverts dynamically changedtheir content dependant on time andday to ensure that the messagingwas both highly relevant and alsoprovided new content to a returninguser enabling the advert to remain inmarket for a longer period withoutneeding to renew the creative.


Mobile Web ApplicationsCLIENT: ING DIRECT

Working closely with ING DirectUK’s internal technical and customerexperience teams, The Dubs developed the information architecture and interface designs for their new mobile banking experience. Key to the project was to develop a simple ‘mobile’ experience that allowed ING Direct the flexibility tomanage and update its mobile application moving forwards.

A web application was chosen over anative application to remain flexible,responsive and cross platform (iPhone, Android, etc) whilst still delivering a comparable experience. The Dubs worked with ING Direct to develop both the application and supporting material in the form of video demos utilised to explain the application functionality. These videoswere then used across the main website and social media channels for customer education and support.


Video PortalCLIENT: AMP CAPITAL

Given video is arguably the fastestgrowing media it made perfect sense for one of Australia’s strongest investment brands to showcase its knowledge to savvy investors using online video.

And while AMP Capital would bespeaking with a sophisticated investoraudience online, it was important forthese investor insights videos to havepersonality. Hence the talent wasimportant, picked from known AMPCapital advisers who could speakengagingly about the latest economicand investment trends and howAMP Capital’s products and peoplemanage wealth creation.


Global websiteCLIENT: AMP CAPITAL

AMP Capital commissioned us tocreate a global website presentationlayer that could allow them tomaintain a consistent branding andcontent display structure at a globallevel and then have this approachmirrored at a local website level.

This approach is now being rolled outat a local level for Australia,New Zealand and Japan.


Macquarie DigitalCLIENT: Macquarie Bank

Macquarie Bank approached The Dubs to develop the website for their digital TV channel – Macquarie Digital. Targeted at retail and institutional investors, the website needed to provide an online location for an archive database for re-broadcast of video content produced on the broadcast channel.

The Dubs developed an IPTV (web based TV) platform for the delivery of audiovisual content that complemented and extended the reach of the broadcast channel. Each week over 8 hours of new video content is added to an archive of over 800 video files allowing site users to view and search multiple streams of content from Macquarie Bank.

In addition, the site has a full CRM system to allow registered users to subscribe to email marketing, online surveys and further communication with Macquarie Bank.


Global WebsiteMarketingCLIENT: BHP BILLITON

Given BHP Billiton is the world’s largest miner and the offer for Rio Tinto was considered contentious on a number of levels, we were given the task of best representing BHP Billiton’s key messages digitally to distinct and important stakeholder groups including:

· Rio Tinto shareholders· BHP Billiton shareholders· Government regulators· Media

We also optimised the BHP Billiton’s web pages so they were best placed to be organically ranked by key search engines such as Google, Yahoo! and MSN.

Outside the online execution task, our executive team provided ongoing advisory services to BHP Billiton’s deal team and its key advisers including its lead banks, legals and communications advisers.


QR National Share OfferCLIENT: QLD GOVERNMENT

In 2010 the Queensland Government and its investment banking advisers turned to us when they were undertaking the multibillion dollar privatisation of the State’s coal and freight rail haulage network – QR National.

Developing an integrated approach with all the logistics and marketing providers meant we were best armed to provide the joint lead managers with clear advice when reporting into the various working streams we covered across advertising, marketing and logistics and online.

Results:Delivered 6 million+ web pages to650,000+ Australians. 240,000 online pre-registrations being 97% of the total. Online prospectus viewed 45,000+ times while 72,000 copies were downloaded. 15,000 people requested a hardcopy prospectus to be mailed out. 570,000+ emails were sent to potential investors to promote the offer. 40,000+ shareholders used the website to look up their shareholding once allocated.


Josh has led The Dubs since co-founding the agency in 1996 and has overseen the output of its work for top-tier clients internationally and the growth of its offices in London & Sydney.

In this time he has built an independent agency staffed only with experienced digital specialists across a spectrum of skills to provide our clients with a boutique level of advice but with an execution capability rivaling any large agency.

The proof is in the pudding as they say and Josh believes our client list and our portfolio of work confirms the ethos of the business.

For the past 6 years Andrew has been developing social media content and strategies for a wide range of clients.

Andrew’s career has spanned five continents and with over twenty years experience in the digital media fields, he has been associated with many of the pioneers of the internet and maintains a network of experts and leaders within these fields.

He has pioneered content in traditional and digital projects globally for clients including ING Direct, Associated Press, Disney films, MTV, Hewlett-Packard, Macromedia, NHK-TV (Tokyo) and Sony.

Tristan joined The Dubs as the Australian Creative Director in 2003. In 2011 he took on the role of Executive Creative Director and Group General Manager overseeing the group business across Australia and the UK.

He has lead the creative process across a number of major brands in Australia including ING DIRECT, BHP Billiton, Google, SBS and Bayer Healthcare.

Prior to The Dubs Tristan was the London Design Director for global branding agency Enterprise IG. Tristan brings a multi-disciplinary design ethos to The Dubs spanning online, packaging, corporate identity and print design.

Siobhan joined The Dubs in the summer of 2009 and heads up the creative department in the UK, working across all client portfolios including Google and FremantleMedia.

She began her career as a copy writer in the 90s before spending seven years in the broadcast industry, working as a Producer and Commissioner for both the BBC and ITV.

During this time, Siobhan developed, commissioned and produced many multiplatform propositions, going on to win a BAFTA in 2006.

Joshua Frith Andrew FrithTristan Fawley Siobhan MulhollandMANAGING DIRECTOR SOCIAL MEDIA DIRECTOREXEC CREATIVE DIRECTOR &

GROUP GENERAL MANAGERCREATIVE DIRECTOR

Profiles


Contacts

Richard Banham | Digital Brand Development

M +61 (0) 467 896 000E [email protected]

Josh Frith | Managing Director

M +61 (0) 416 221 900E [email protected]

the dubs credentials 2013

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