the dubs credentials

We market financial brandsCompany Credentials

We market financial brands [email protected] | thedubs.com

The Dubs is a finance category marketing specialist with experience working across retail & investment banks, asset & fund managers, brokers & insurance, financial planners & superannuation, private equity & venture capitalists, and emerging markets. We also work with media and broadcast brands such as FremantleMedia and Google in multiple territories.

Our core team includes individuals with diverse backgrounds such as journalism, television, branding, social media, web design and technical. We work with in-house marketing, corporate affairs and product teams to kickstart new initiatives and solve business or creative problems in the digital space. We’re also happy working alongside other providers such as creative & media agencies and PR partners.

Who We Are

People Offices Years25 2 16


As an agency we play to the strengths of our people and the accumulated experience of our agency stretching back to 1996. Our people come together from various disciplines including journalism, television, branding, social media, web design and technical. With these backgrounds it’s natural we’ve built our digital capabilities across content marketing, social media, digital marketing and web development.

Content strategy

Audience research

Competitor / sector audit

Content and audience seeding

Editorial and video production

Online advertising production (Flash / HTML5)

eDM and DM production and management

Copy writing

Campaign microsite development

Search Engine Marketing (SEM)

Social media strategy

Reactive governance guidelines

Proactive publishing strategy

Format development and scriptwriting

Social monitoring

Social guidelines policy

Information Architecture

Interface design

HTML5 / CSS development

SEO optimisation

CMS development

Technical consultancy

Mobile / tablet app development

Services

Content Marketing

Digital Marketing

Social Media

Web Development


We are a finance category specialist with experience working across retail & investment banks, asset & fund managers, brokers & insurance, financial planners & superannuation, private equity & venture capitalists, and emerging markets.

Our Clients


Retail, Investment Banking, Asset Management, Private Equity, Insurance

Finance


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 LivingSpace 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.

Content Marketing


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.

Citibank AustraliaContent Marketing


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.

AMP CapitalContent Marketing


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.

Content Marketing


ING Direct adopted a new brand strap of “saving feels good” to encapsulate their positioning in the cluttered UK retail banking market. It was felt by us and ING Direct’s other marketing agencies this theme would adopt naturally to a raft of “feel good” factor campaigns and so from us the “feel good” microsite was born.

We wanted to build a two-way conversation between ING Direct and its customers and potential customers so daily good news stories and photos are pumped out through the microsite while visitors can leave their own posts on stories that make them feel good or submit their own photos.

ING DirectContent Marketing


GoogleContent Marketing

The Dubs works with Google across Europe, the Middle East and Asia Pacific to provide strategic and creative consultancy.

Working across a range of business verticals including financial services, automotive, retail and FMCG, The Dubs provides a 48-hour turnaround, creative solutions service, producing innovative advertising and branded content solutions, showcasing the potential of Search, YouTube, Google+, Maps, Streetview, Google Display Network, Mobile and Google Glass.


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 bemeasured 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).

Social Media


Bupa in Australia and New Zealand are part of the Bupa Group, a leading international healthcare organisation that cares for more than 33 million people in 190 countries.

Bupa first approached us in Mid-2012 with a brief to help with creation, development and implementation of a Facebook application to celebrate being a mum.

On every project we have now completed, we have worked hand-in-hand with Bupa’s internal team and 3rd party agencies to ensure their digital work marries with their overall marketing and digital strategy.

Bupa AustraliaSocial Media


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.

ING DirectSocial Media


ADCU

Australian Defence Credit Union (ADCU) is a is a member-owned financial cooperative which provides banking services to Defence personnel, Defence contractors and their families.

In November 2011, we were initially appointed to help with the creation and development of social media guidelines and a social media strategy for the business.

As part of our remit, we worked closely with multiple stakeholders across the organisation (from the CEO through to customer services personnel) to craft a scalable and easily actionable social media plan for the business.

After successfully delivering the social media guidelines and strategy, we were then asked to provide our thoughts on how best to refresh a campaign targeting new military recruits across the Army, Navy and Airforce.

Social Media


Eftpos Australia

Eftpos is is an electronic payment systems provider. In 2012, Australian consumers performed more than 2.2 billion eftpos transactions worth almost $135 billion at 504,000 merchants, using over 764,000 eftpos terminals.

We were first appointed by Eftpos to help maintain and develop their web, digital marketing, print and social media presence. After working closely with their internal teams, we soon built a strong working rapport and rolled out a series of digital campaigns to support the above-the-line activity.

At the same time, we helped the business to showcase their corporate social responsibility initiatives with organisations such as Vision Australia.

Digital Marketing


ING Direct

Our relationship with the world’s largest online bank ING Direct started early in 2003 when we helped launchthem 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 Marketing


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.

ING DirectDigital Marketing


Colonial First State

A full redevelopment of the global presence for Colonial First State’s Global Asset Management and First State Investments included discovery and audience research across UK, Hong Kong and Australian markets.

Following a User Centric Design approach The Dubs developed the full Information Architecture, User Experience and Interface Designs.

The Dubs also developed all the front end HTML templates to enable cross platform compatibility. In additon, the project included an ongoing technical advisory role supporting Colonial’s internal development teams in the UK and Australia, who built the platform using the Ektron content management system.

Web Development


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 has now been rolled out at a local level for Australia, New Zealand and Japan.

Web Development


Queensland 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 to650,000+ 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.

Web Development


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.

ING DirectWeb Development


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 the 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.

ING DirectWeb Development


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.

Web Development


Online, Investor Relations, Event Marketing

Corporate


The Dubs utilised the latest in technologies to deliver digitally lead corporate marketing materials for EnergyAustralia for its shareholders, investors and finance professionals. Traditionally annual reports, sustainability reviews, investor presentations and prospectuses have been designed as print documents. However, investor and finance professionals habits have likewise migrated online just as consumers have done. Therefore, we developed an interactive document for EnergyAustralia’a Sustainability Report designed for online and to move beyond print with the inclusion of high impact support materials such as interactive charts, video and social sharing.

EnergyAustraliaContent Marketing


The Australian Communications and Media Authority (ACMA) is a statutory authority within the federal government portfolio of Broadband, Communications and the Digital Economy.

After approaching The Dubs in 2011, we have created, developed and successfully delivered a series of digital assets for ACMA’s Cybersmart program. Cybersmart is a program designed to help children and whole families find out how to use the Internet safely.

The digital assets shown to the right illustrate our work on the Cybersmart ‘Dream On’ Project that have been successfully rolled out to WCAG 2.0 AA standards.

ACMASocial Media


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.

BHP BillitonWeb Development


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.

Web Development


The Dubs have an eight-plus year long relationship with the FremantleMedia Group working to deliver its portfolio of broadcast entertainment formats to the wider cross-platform audience. Recently, however, we were tasked with developing the company’s corporate website for B2B audience engagement. Powered by The Dubs’ very own proprietary CMS platform, Isite®, The Dubs has delivered cost and time efficiencies in perpetuity for all website publishing activities. Additionally hosting and bandwidth is provided through The Dubs’ secure data centre.

FremantleMediaWeb Development


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.

Press AssociationWeb Development


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 theclichéd 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 offer a framework for future cost effective extensions into their other brands.

Gunns LimitedWeb Development


Commercial Director0412 971 [email protected]

Contacts

Candice Rosenzweig

Managing Director0416 221 [email protected]

Josh Frith

Executive Creative Director07789 502 [email protected]

Tristan Fawley

General Manager07760 485 [email protected]

Barnaby Hobbs

Australia United Kingdom