The Dubs - UK Credentials 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.


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.


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.


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.


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...


Wse social Media
clieNT: THe BiG issUe

The Big Issue Australia has set up
a highly commendable, for-profit,
self-sustaining social venture - The
Women’s Subscription Enterprise - to
offer practical help and opportunity
to the 40,000 women who sleep
rough in Australia every night.
The enterprise will provide work
and training pathways, promoting
individual skills and experience so
they can start to rebuild their lives.

The Dubs helped spread the word by
defining Social Media strategies to be
implemented on the client’s existing
Facebook and Twitter accounts.


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

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.


The apprentice

The Apprentice Series 5:
FremantleMedia commissioned The
Dubs to develop the online property
for the hugely popular television
series: The Apprentice (series 5) for
the BBC.

The website development was
underpinned with the Isite® CMS
to attract production time and
cost efficiencies within its Rapid
Application Development (RAD)
architecture. The Isite® CMS also
provided from its feature set a
highly evolved tagging engine to
dynamically create related content
groupings to deliver a truly user
centric online experience.The
programme support engages beyond
the broadcast reach with interaction
delivered through message boards
and the use of exclusive video
content (requiring integration with
the BBC’s iPlayer).


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.


Digital insights
clieNT: aMp capiTal
iNVesTors

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.


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 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.

Tony ferguson
clieNT: ToNy ferGUsoN

Tony Ferguson run a very successful
business in Australia with over
600,000 people having undertaken a
weight loss program with them. They
teamed up with pharmacist chains in
a number of countries to launch their
brand globally.

Our task was to roll out their brand
platform online to coincide with the
launch of the program through
in-store and online channels. Users
could purchase products online
and then sign up to the ongoing
weightloss program through the Tony
Ferguson website.


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.


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.


online rebranding
clieNT: press associaTioN

The Press Association is the UK’s
leading multimedia news and
information agency and was
undergoing a complete corporate
rebrand early in 2009.

As part of the rebranding process we
undertook an online requirements
analysis across all Press Association’s
divisions. Interviews and workshops
were held with the various
stakeholder groups and documented
to define Press Association’s user
audience needs moving forward.

From these findings we prepared
the requirements and functional
spec documents, completed the
information architecture for the
website, developed the web page
structural wireframes and crafted the
creative interface of the web pages.


Doha Tribeca filmfest
clieNT: QaTar
GoVerNMeNT

The Qatar government made contact
with us to create a broadband
website to promote the inaugural
‘Doha Tribeca Film Festival’ being
held in October 2009.

Their brief to us spanned a number
of tricky facets. We were tasked
with promoting the festival to
Qataris’ locally but also to film fans
internationally given the association
with the renowned Tribeca Film
Festival out of New York.


pierre cardin
clieNT: pierre carDiN

The iconic fashion house Pierre Cardin
approached us to lift awareness
of the luxury brand in the
pacific region.

Online proved a natural avenue
where we could create stylish
websites focussing on
Australia and New Zealand reflecting
Pierre Cardin’s brand ethos. We also
timed the launch of the websites as
a lead into promoting the depth of
Pierre Cardin’s new Spring /
Summer product range.


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.


online Bookstore
clieNT: alleN & UNWiN

Allen & Unwin is Australia’s leading
independent publisher and has been
voted “Publisher of the Year” nine
times including the inaugural award
in 1992 and seven times since 2000
including 2010.

Allen & Unwin’s online presence is
established with an e-commerce
engine offering thousands of books,
audiobooks and eBooks. The
homepage serves as a retail visual
display promoting the latest and most
popular books via Top Ten lists and a
promo carousel.

Sharing tools are also integrated
throughout the site, allowing users
to share and post their comments
about their latest literary find.
This generates peer-reviewed
recommendations marketed to
multitudes of potential customers.


Baytril Vet resource
clieNT: Bayer aNiMal
HealTH aUsTralia

The Dubs have created a social
media campaign based completely
on content rather than traditional
advertising that aims to provide
people working within the veterinary
industry with a place to discuss
topical issues, trade ideas and
swap advice.

A 24 part interview series has been
solely produced by The Dubs which
features interviews conducted by
Technical Service Veterinarian for
Bayer Health, Bob Rees with key
opinion leaders from the veterinarian
industry discussing topical issues
affecting the industry.


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 - UK Credentials 2011

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