The Dubs Au Credentials 2012 Slideshare

Digital engagement to inspire audiences

www.thedubs.com

Contents

About Us

Fostering Industry Knowledge

What We Do

Client Overview

Case Studies

Profiles

Contacts

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

15

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 15 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.

“Great agency, passionate about what they do and what we do – perfect! Very much appreciate their honesty and creativity.” - ING DIRECT UK

382

people

years

offices


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

CorporateCommunicationsStrategyDesignMarketing & BrandingWebsite DevelopmentCMS / IntegrationTechnical DevelopmentEmail MarketingOnline VideoVideo ProductionOnline AdvertisingMobileSearch Engine MarketingSocial MediaE-CommerceExtranets, IntranetsHosting

Investor RelationsIR Websites

Advisory / IR Best PracticeASX Data Feeds

Investor AlertsOnline / Printed Annual Reports

Online Sustainabilty ReportsOnline Prospectuses

ECMProject Extranet

Offer siteDesign and Print Production Services

Roadshow VideoOnline ApplicationsAllocation LookupsRegistry Integration

Search Engine MarketingSocial Media Monitoring

Online Advertising

Software PlatformsIposoft® Digital IPO’sIposoft® DataroomIposoft® Fund Manager

M&ADeal WebsitesPollingEmail MessagingOnline VideoProject Extranet


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.

www.thedubs.com

social Media MarketingclieNT: ciTiBaNK aUsTralia

Building on the positive response to Charcoal Lane, the credit cards division of Citibank Australia asked us to develop and run its inaugural Facebook acquisition-led campaign.

‘Financial Freedom’ 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. In addition, success can be measured by the Facebook page statistics where we have seen its fan base increase nearly 400% in one month and constantly average at over 60% engagement (with the exception of Citibank Australia, the top 10 Australian financial institutions average 10-20% engagement).

www.thedubs.com

corporate social 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.

Charcoal Lane is a social enterprise restaurant in Melbourne, set up by Mission Australia and staffed by Aboriginal and disadvantaged youths. Following their on-the-job training, 70% go on to find further employment in the industry. Citi Australia is a key sponsor of Charcoal Lane.

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.


Mobile Web applicationsclieNT: 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 the 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.


ipad advertisingclieNT: 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.


online BankingclieNT: 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.


social Media campaignsclieNT: 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.


Video portalclieNT: aMp capiTal

Given video is arguably the fastest growing media with adults online 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 latest economic and investment trends and how AMP Capital’s products and people manage wealth creation.


Global WebsitesclieNT: 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 approached mirrored at a local website level.

This approach is now being rolled out at 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 website also delivers audio content from a third party feed of web-radio interviews and presentations from ASX top 100 CEOs. 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 Website MarketingclieNT: 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 multi-billion 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 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.


online rebrandclieNT: GUNNs liMiTeD

Gunns is one of the largest farmers of trees in Australia, currently growing the equivalent of 460 trees for every person in Tasmania on its plantation estate. We worked with Gunns to develop an open and honest visual identity to reflect their business and brand positioning. It was key to develop a visual identity that reflected their sustainable approach to forestry and avoided the clichéd images often seen. The identity reflected the full lifecycle from tree to wood to product, we also felt the identity needed to reflect their modern methods to differentiate them from other less reputable firms.

The website design was then an extension of this ethos, the page design, colour palette and imagery showcase this approach and offered a framework for future cost effective extension into their other brands.


fund Manager projectclieNT: arcHer capiTal

Australian private equity house Archer Capital approached us in 2005 when it was looking to rebrand its main corporate website and provide online reporting functionality. Along with rolling out Archer Capital’s re-designed corporate website (www.archercapital.com.au), we implemented our Iposoft® Fund Manager platform. Iposoft®’s Fund Manager facilitates Archer Capital to communicate key information to its investors. This highly secure application provides a central location for investors to view personalised information such as fund performance, calls, distributions, valuations and also includes automated email messaging to alert investors of relevant website updates. Archer Capital’s fund managers have complete administrative access over the system’s users, active investors and notices being distributed while keeping an audit trail of all system activity.


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 has also taken on the role of 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, Seven Group, Tony Ferguson, SBS and Bayer Healhcare.

Tristan’s hands on approach with clients provides the strategic advice necessary to achieve creative excellence whilst being strongly tied to defined commercial objectives.

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

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 DirecTorGroUp GeNeral MaNaGer

& creaTiVe DirecTorUK creaTiVe DirecTor

Profiles


Contacts

Richard Banham | Digital Brand Development

T +61 (0) 2 8247 8723M +61 (0) 467 896 000E [email protected]

Joshua Frith | Managing Director


Tristan Fawley | Group General Manager / creative Director


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The Dubs Au Credentials 2012 Slideshare