The Dubs is a boutique digital agency. We specialise in the financial services sector and work across Retail Banking, Wealth Management, Investor Relations and Institutional Banking.
Our core disciplines are content marketing, digital marketing, social media marketing and web design & development.
Current clients include Commonwealth Bank, Colonial First State, Bupa, QBE, ADCU, RIAdvice, JP Morgan and UBS.
2. 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.
25
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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