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Digital engagement to inspire audiences
For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com
16
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.
25
2
PEOPLE
YEARS
OFFICES
For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com
Content Strategy
CLIENT: Commonwealth Bank
Our brief was to create a content
strategy to maintain a relationship
with Commonwealth Bank’s home
loan customers.
The solution was to develop a
destination (named Living Space) that
would provide curated, sourced and
professionally produced content
relating to the needs of their home
loan customers.
Key to the success of the project is to
produce the highest level of content.
We have sourced journalists and
writers who currently write for
mainstream newspapers and
magazines, thereby providing Living
Space a level of quality not
traditionally associated to a brand.
The future scope of the project is to,
over time, reduce the dependance on
traditional advertising as this project
becomes a destination in its own right
for the audience to seek advice and
information surrounding their home.
For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com
Corporate
Social Responsibility
CLIENT: 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.
For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com
Social Media Marketing
CLIENT: 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 be
measured 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).
For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com
Online Banking
CLIENT: ING DIRECT AU & UK
Our relationship with the world’s
largest online bank ING Direct started
early in 2003 when we helped launch
them into the United Kingdom and
we’ve been their strategic web
agency ever since. This account went
international for us at the start
of 2007 when ING Direct Australia
selected us as their digital agency
after a competitive pitch.
The heart of our remit is to ensure
ING Direct’s customers get the best
experience online while from a
marketing standpoint, our strategic
brief tasks us with stitching digital
into all available marketing and
communications channels.
As a snapshot at any point in time
you’ll find us evolving ING Direct’s
website customer experience, be
crafting online advertising campaigns
to promote new products, or
extending other channels such as
experiential and direct to include
tactical microsites and email
marketing to maximise their reach.
For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com
Social Media Campaigns
CLIENT: 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.
For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com
iPad Advertising
CLIENT: ING DIRECT
The Dubs developed specific iPad
advertising for the new Fairfax
newspaper tablet application. The
adverts were a first for ING Direct
and Fairfax using custom HTML5 to
deliver an engaging experience.
As the dwell time on the Fairfax
application was much higher than
across web channels (averaging over
30 minutes per user) the adverts
were crafted to deliver broader
engagement than a traditional advert
to maximise this captive audience.
The adverts dynamically changed
their content dependant on time and
day to ensure that the messaging
was both highly relevant and also
provided new content to a returning
user enabling the advert to remain in
market for a longer period without
needing to renew the creative.
For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com
Mobile Web Applications
CLIENT: ING DIRECT
Working closely with ING Direct
UK’s internal technical and customer
experience 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 to
manage and update its mobile
application moving forwards.
A web application was chosen over a
native 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 videos
were then used across the main
website and social media channels for
customer education and support.
For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com
Video Portal
CLIENT: AMP CAPITAL
Given video is arguably the fastest
growing 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 be
speaking with a sophisticated investor
audience online, it was important for
these investor insights videos to have
personality. Hence the talent was
important, picked from known AMP
Capital advisers who could speak
engagingly about the latest economic
and investment trends and how
AMP Capital’s products and people
manage wealth creation.
For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com
Global website
CLIENT: AMP CAPITAL
AMP Capital commissioned us to
create a global website presentation
layer that could allow them to
maintain a consistent branding and
content display structure at a global
level and then have this approach
mirrored at a local website level.
This approach is now being rolled out
at a local level for Australia,
New Zealand and Japan.
For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com
Macquarie Digital
CLIENT: 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.
For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com
Global Website
Marketing
CLIENT: 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.
For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com
QR National Share Offer
CLIENT: 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 to
650,000+ 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.
For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com
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 Mulholland
MANAGING DIRECTOR SOCIAL MEDIA DIRECTOREXEC CREATIVE DIRECTOR &
GROUP GENERAL MANAGER
CREATIVE DIRECTOR
Profiles
For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com
Contacts
Richard Banham | Digital Brand Development
M +61 (0) 467 896 000
E richard.banham@thedubs.com
Josh Frith | Managing Director
M +61 (0) 416 221 900
E josh.frith@thedubs.com

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The dubs credentials 2013

  • 1. Digital engagement to inspire audiences
  • 2. For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com 16 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. 25 2 PEOPLE YEARS OFFICES
  • 3. For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com Content Strategy CLIENT: Commonwealth Bank Our brief was to create a content strategy to maintain a relationship with Commonwealth Bank’s home loan customers. The solution was to develop a destination (named Living Space) that would provide curated, sourced and professionally produced content relating to the needs of their home loan customers. Key to the success of the project is to produce the highest level of content. We have sourced journalists and writers who currently write for mainstream newspapers and magazines, thereby providing Living Space a level of quality not traditionally associated to a brand. The future scope of the project is to, over time, reduce the dependance on traditional advertising as this project becomes a destination in its own right for the audience to seek advice and information surrounding their home.
  • 4. For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com Corporate Social Responsibility CLIENT: 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.
  • 5. For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com Social Media Marketing CLIENT: 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 be measured 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).
  • 6. For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com Online Banking CLIENT: ING DIRECT AU & UK Our relationship with the world’s largest online bank ING Direct started early in 2003 when we helped launch them into the United Kingdom and we’ve been their strategic web agency ever since. This account went international for us at the start of 2007 when ING Direct Australia selected us as their digital agency after a competitive pitch. The heart of our remit is to ensure ING Direct’s customers get the best experience online while from a marketing standpoint, our strategic brief tasks us with stitching digital into all available marketing and communications channels. As a snapshot at any point in time you’ll find us evolving ING Direct’s website customer experience, be crafting online advertising campaigns to promote new products, or extending other channels such as experiential and direct to include tactical microsites and email marketing to maximise their reach.
  • 7. For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com Social Media Campaigns CLIENT: 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.
  • 8. For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com iPad Advertising CLIENT: ING DIRECT The Dubs developed specific iPad advertising for the new Fairfax newspaper tablet application. The adverts were a first for ING Direct and Fairfax using custom HTML5 to deliver an engaging experience. As the dwell time on the Fairfax application was much higher than across web channels (averaging over 30 minutes per user) the adverts were crafted to deliver broader engagement than a traditional advert to maximise this captive audience. The adverts dynamically changed their content dependant on time and day to ensure that the messaging was both highly relevant and also provided new content to a returning user enabling the advert to remain in market for a longer period without needing to renew the creative.
  • 9. For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com Mobile Web Applications CLIENT: ING DIRECT Working closely with ING Direct UK’s internal technical and customer experience 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 to manage and update its mobile application moving forwards. A web application was chosen over a native 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 videos were then used across the main website and social media channels for customer education and support.
  • 10. For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com Video Portal CLIENT: AMP CAPITAL Given video is arguably the fastest growing 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 be speaking with a sophisticated investor audience online, it was important for these investor insights videos to have personality. Hence the talent was important, picked from known AMP Capital advisers who could speak engagingly about the latest economic and investment trends and how AMP Capital’s products and people manage wealth creation.
  • 11. For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com Global website CLIENT: AMP CAPITAL AMP Capital commissioned us to create a global website presentation layer that could allow them to maintain a consistent branding and content display structure at a global level and then have this approach mirrored at a local website level. This approach is now being rolled out at a local level for Australia, New Zealand and Japan.
  • 12. For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com Macquarie Digital CLIENT: 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.
  • 13. For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com Global Website Marketing CLIENT: 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.
  • 14. For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com QR National Share Offer CLIENT: 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 to 650,000+ 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.
  • 15. For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com 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 Mulholland MANAGING DIRECTOR SOCIAL MEDIA DIRECTOREXEC CREATIVE DIRECTOR & GROUP GENERAL MANAGER CREATIVE DIRECTOR Profiles
  • 16. For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com Contacts Richard Banham | Digital Brand Development M +61 (0) 467 896 000 E richard.banham@thedubs.com Josh Frith | Managing Director M +61 (0) 416 221 900 E josh.frith@thedubs.com