The Dubs - Credentials UK - 2011

Digital engagement to inspire audiences

Contents

About Us

Fostering Industry Knowledge

What We Do

Where We Fit In

Our Process

Client Overview

Case Studies

Profiles

Contacts

For more details, contact Toby Sharpe on +44 (0) 7843 377 337 | www.thedubs.com

About Us

38
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.
people
We draw on our 15 year digital heritage in working with brands, content

2
producers and audiences to deliver commercial results centred on the
audience and their needs.

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

15
years


Fostering Industry Knowledge

Our area of the media is very much an evolving space spanning social
media platforms such as Facebook, Twitter, YouTube, Skype, LinkedIn and
so it goes on.

Media entities, brand managers and marketers are undoubtedly attracted to the promise of
engaging with consumers in social media but unfortunately given the limited knowledge within
creative agencies and the proliferation of so called social media “experts” we believe poor advice
is rife and the number of social media disasters covered in trade press highlights this.

We believe at The Dubs our people have to be proven individuals professionally in this space and
genuinely immersed personally in social media. We also believe it’s our responsibility to engage
with the media, finance and consumer marketing industries by speaking at leading events to
promote knowledge and dialogue client side.


What We Do
Strategy
Social media strategy
Digital media strategy
Mobile strategy Social Media
Installer network strategy Development of social media campaign
Contact strategy and broadcast concepts
Audience research Format development and scriptwriting
(Qualitative and Quantitative) Social monitoring
Competitor / Sector audit Content and audience seeding
Technology and security audit Social guidelines policy
Video / content production
Video editing and compositing

Web Development Digital Marketing
Information Architecture and
Online advertising production (Flash)
User Experience testing
HTML5 advertising design and
Interface design
development (iPad / iPhone)
HTML5/CSS development
eDM and DM production and management
Website prototyping
Copywriting
SEO optimisation
Microsite design and development
CMS development
Mobile site and application design
Technical consultancy
Search Engine Marketing (SEM)
Social media integration
Mobile / tablet application development


Where We Fit In

Through working closely with client
media, creative, direct marketing
and other digital agencies we
have created an approach where aTl/creative Digital
we can work with our clients at a
global strategy level but we also
have the knowledge of how to
implement these objectives at a
local level. By being part of the
bigger picture from the start,
we can offer guidance on how
best to approach a multitude
of channels including retail, TV,
radio, experiential and PR from a BTl/DM Media
social media perspective.


Our Process

To consistently deliver great Traditional campaign content engagement
work, we believe that projects
should last well beyond a launch
date and strapline and that
product find your audience
your audience should be able
to repeat your story as if it was
their own.
create campaign / Build your
By starting our projects from an Message audience / story
insight perspective, we build
content that your consumers
want to share, become part of Make the story relevant /
customers
and make their own. Through Build followers & advocates
making this as relevant to them
as possible we find brand
advocacy forms inherently.
Brands which continue to put
their products first will remain
flat in social media, and it is
underlying brand stories that will
shape the future.


Client Overview

Over the years, we have
completed projects across the
globe. With offices in both
Sydney and London, we’re able
to provide our clients with the
latest information on changes
in their market. We have also
found by locating ourselves
in these fast-moving markets
we maintain diversity in our
portfolio, which keeps our ideas
and thinking fresh.

The following case studies
represent our latest work.


social Media campaigns
clieNT: iNG DirecT

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

The Dubs has 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 involves the roll out of
the Charles’ Champions campaign that
creatively rewards 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.


Wedding Blog
clieNT: JoHN leWis

We introduced UK retailer John Lewis
into social media to promote the
retailer’s wedding services by seeding
content into a dedicated blog and
reaching out to a wider audience
viaTwitter posts .

The premise is that we are following
the path of a real couple - Claire &
Stuart - as they move towards their
wedding day.

Social media is being tapped with
progressive video interviews of the
couple being placed online while
our couple are also maintaining an
ongoing blog and sending out Twitter
posts of their own experience.


The Buddies
clieNT: ToNy ferGUsoN

The Dubs has launched a branded
conversation campaign for Tony
Ferguson which sees two ‘Buddies’
share their weight loss stories in real
time via Facebook.

The Buddies were chosen from a
global recruitment drive across the
Tony Ferguson Facebook channel
- they are 100% real people with
an eight week period in which to
reach their respective weight loss
goals. They will be sharing their daily
experiences, no matter what occurs...


Goa Hippy Tribe
clieNT: sBs / screeN
aUsTralia

“Goa Hippy Tribe” follows a young
Australian film maker Darius Devas
as he uncovers the story behind the
global hippy mecca that Goa was in
the 70’s given there’s a big reunion of
that scene that’s just happened there.

Expanded out over March and April
2010 with a series of video vignettes
being released through a Facebook
group. This is a new way of story
telling that is taking broadcast into
new environments where it hasn’t be
tested before. For this project it is
a documentary format. Traditionally
in documentaries there would be a
whole lead up research gathering
and interview process that would
never be seen by an audience. Then
this material would all be culled and
gathered up into a half hour or hour
of television for people to passively
experience.


Bingo Night live
clieNT: iTV

We were commissioned by Britain’s
largest free to air broadcaster ITV to
deliver the digital components of their
interactive real time gaming offering:
‘Bingo Night Live’.

Our remit covered both the broadcast
support microsite and the Flash
application that called and stamped
registrants bingo cards as they are
played out via the live TV broadcast. We
developed a rich animated sequence
to illustrate wins, various call to actions
and three individual game plays during
the one hour nightly broadcast. This
was then fully integrated with own
eCRM offering, providing tactical email
distribution, tracking and analysis direct
to game play registrants.

The application successfully delivered
high levels of engagement to almost
60,000 players – to date the largest
simultaneous game of Bingo played as
recognised by the Guinness Book of
Records.


The X factor
clieNT: freMaNTle MeDia

Our relationship is strengthened
each time we collaborate on a
project and we continue to support
Talkback THAMES Digital (part of the
FremantleMedia Group) augmenting
development activity with, technical,
multiplatform and social media advice
and strategy.

In 2009 we produced the 6th series
for The X Factor online and tasked
to increase site traffic from the
100m unique visitors benchmark our
previous efforts have delivered
(The Dubs has now launched the
previous five series roll outs).


Britain’s Got Talent
clieNT: freMaNTle MeDia

Talkback THAMES Digital (part of the
FremantleMedia Group) retains
The Dubs for the development of
their keynote entertainment brands.
Most recent of commissions is the
roll-out of the 2010 series of Britain’s
Got Talent.

The now completed website
launched April 2010 within the ITV
portal. Redesign activity ranged
across new branding & interface
elements, IA and redesigned
administrative back end to more
effectively drive efficiencies across all
content publishing activities.


comedy Demon
clieNT: rDf MeDia

The Dubs defined an online portal
called Comedy Demon – which would
be a central hub for people to find
only high quality content of known
comedians but with mainstream
appeal.

We delivered a broadband video
centric website providing a TV
viewing experience and powered by
a relevancy engine with the smarts to
monitor a user’s viewing habits over
time to better refine the comedy
offered to the user. Commerce
feeds into the mix through online
advertising and with people buying
full length downloads or ordering
DVDs from Comedy Demon.


iphone applications
clieNT: iNG DirecT

We created an Apple accredited
iPhone Home Loan application so
people could access mortgage and
loan information as they need it – for
example, when they are actually on
the go viewing homes.

The application gives iPhone users
the opportunity to find out how much
they can afford to borrow by using
a borrowing power calculator. Once
they know their limits they can look at
which suburbs they can afford to live
in as well as looking up the suburb
on a map through a link to a GPS
Google maps tool.

In addition, the mobile banking
application offers customers the
opportunity to login to online
banking, access to current interest
rates, secure login to accounts, full
account summaries, and the ability
to transfer money and pay vendors
using BPay.


fashion aggregator
clieNT: coVeTisH

Launched in Spring 2010, Covetish
collates the best Australian e-retailers
in one site. With an emphasis on
local fashion, Covetish.com enables
shoppers to seek what they covet
like never before - searching across
hundreds of fashion retail sites in a
single click.

An advanced search engine has
been employed to efficiently search
through thousands of products based
on categories, designers, colours and
price ranges.

Site membership offers weekly
newsletter on new arrivals and
designers, exclusive promotions, and
the “Wishlist” functionality - allowing
users to save their fabulous finds and
post them on social media channels.


social Media partner
clieNT: MaMBo cloTHiNG

We have been working with Mambo
to develop their social presence
as a reflection of their core brand
values of surf, art and music. Utilising
their ‘Mambassadors’ such as Erin
McNaught, Cheyenne Tozzi and
Benji Marshall we have developed an
ongoing social strategy to engage
and deliver a deeper brand message
for all Mambo followers.

We are also working on affiliate
strategies to deliver greater audience
reach for both Mambo and its
partners across retail sales and event
promotion.


social Media partner
clieNT: DiVa accessories

We started working with Diva in mid
2011 with the brief to refine and
increase their social media channels.

Through Facebook we have over
88,000 fans with an current 15%
month on month growth of active
users. Core to this strategy is the
development of a daily content
strategy with a key metrics of in-store
sales conversion.

In addition, we have developed
a rolling 12 month social strategy
aligned to Diva’s marketing and sales
goals ensuring all content campaigns
deliver to both audience and sales
growth.


Profiles

Joshua frith Tristan fawley andrew frith siobhan Mulholland
MaNaGiNG DirecTor GroUp GeNeral MaNaGer social MeDia DirecTor UK creaTiVe DirecTor
& creaTiVe DirecTor
Josh has led The Dubs since Tristan joined The Dubs as the For the past 6 years Andrew has Siobhan joined The Dubs in the
co-founding the agency in 1996 and Australian Creative Director in 2003. been developing social media summer of 2009 and heads up the
has overseen the output of its work In 2011 he has also taken on the content and strategies for a wide creative department in the UK,
for top-tier clients internationally role of Group General Manager range of clients. working across all client portfolios.
and the growth of its offices in overseeing the group business
London & Sydney. across Australia and the UK. Andrew’s career has spanned five She began her career as a copy
continents and with over twenty writer in the 90s before spending
In this time he has built an He has lead the creative process years experience in the digital seven years in the broadcast
independent agency staffed only across a number of major brands media fields, he has been associated industry, working as a Producer and
with experienced digital specialists in Australia including ING DIRECT, with many of the pioneers of the Commissioner for both the BBC
across a spectrum of skills to BHP Billiton, Seven Group, Tony internet and maintains a network of and ITV.
provide our clients with a boutique Ferguson, SBS and Bayer Healhcare. experts and leaders within
level of advice but with an execution these fields. During this time, Siobhan
capability rivaling any large agency. Tristan’s hands on approach with developed, commissioned and
clients provides the strategic advice He has pioneered content in produced many multiplatform
The proof is in the pudding as they necessary to achieve creative traditional and digital projects propositions, going on to win a
say and Josh believes our client list excellence whilst being strongly tied globally for clients including ING BAFTA in 2006.
and our portfolio of work confirms to defined commercial objectives. Direct, Associated Press, Disney
the ethos of the business. films, MTV, Hewlett-Packard,
Macromedia, NHK-TV (Tokyo)
and Sony.


Contacts

Toby Sharpe | Digital Brand Development
T +44 (0) 20 7749 8660
M +44 (0) 7843 377 337
E toby.sharpe@thedubs.com

Barnaby Hobbs | General Manager
T +44 (0) 20 7749 8660
M +44 (0) 7760 485 706
E barnaby.hobbs@thedubs.com

Siobhan Mulholland | creative Director
T +44 (0) 20 7749 8660
M +44 (0) 7905 152 622
E siobhan.mulholland@thedubs.com


The Dubs - Credentials UK - 2011

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