Redurban is an interactive advertising agency with a focus on strong ideas that create business for our clients.
To achieve this our people on strategy and creativity work closely together with our ‘wizards’ who actually make it happen.
From first idea to the ultimate interactive advertising campaign.

A brand should not be viewed like a static object; rather, it is dynamic. It has a pulse, a population of enthusiasts and loyalists. It has a history and a future and many differing sections.
The Redurban way is to view the brand as a city: An area containing specific boundaries, populated by those who CHOOSE to inhabit it.
Inanimate but alive, they are never the same at any moment in time. Today's brands, much like today's cities, are rich in history, but dynamically changing and growing and evolving.


Redurban Amsterdam


Clients include:

Friesche Vlag

Lotto

Toto

Krasloten

Yacht

Vichy L'Oreal

Brabantia

Bol.com

Easycamp

Eurocamp

Hi

Telfort

Nescafe

NRC Next

Renault

TNT Post

Vesteda

Cases:

Millionaire


Six weeks before Millionaire went live, a campaign was started to spread the rumour that film director Tim Oliehoek was working on an interactive film.
The seed was sown using the social network site Hyves. With 4.5 million users, Hyves is the Dutch equivalent of Myspace.
On his Hyve Tim posted weekly messages about the making of an interactive short film entitled Millionaire. He added pictures and the trailer and encouraged his social network to download the soundtrack.
Very soon, the rumour that Tim was working on an interactive short film became ‘airborne’ and was picked up by blogs on a massive scale. Three weeks before Millionaire was to go live, we started an intensive advertising campaign confirming the rumour. We also gave the target audience the opportunity to win tickets to the premičre of the interactive short film in Amsterdam. Using advertisements on Hyves and on a landing page, we enabled the target audience to subscribe to a mailing list that would allow them to be the first to experience the film as soon as it went live. By entering their names and email addresses on this list, they also had a chance to win tickets to the official premičre.
This further enhanced the buzz in the showbiz media.

The officiale premičre of Millionaire was held on August 31st 2007 in Amsterdam. A red carpet, champagne, paparazzi, camera crews and a large crowd dressed like the jet set you would expect at a Hollywood party: all the ingredients necessary for a successful premičre were accounted for. The premiere was hosted by Robbert ten Brink, who is one of the Netherlands most popular television presenters and also hosts the Dutch Who Wants to be a Millionaire. In front of several camera crews, Ten Brink selected a member of the audience to be the first player ever of Millionaire. The premičre was the official launch of Millionaire. Those who had subscribed to the mailing list received personalised e-mails in the form of film posters. The recipients of these posters were the first to experience and play the interactive short film. MSN was hired to as media partner to further increase the viral effect of Millionaire. The film did not go unnoticed by the media.

Playing Millionaire is the first step in the sales trajectory for new Lotto subscribers. The player receives two sales messages: immediately after viewing and subsequently in an email. Thus, Millionaire transfers into a sales device with a conversion percentage of 2,6%. The campaign is still running as we write this. The campaign was primarily aimed at promoting the film Millionaire, without explicitly linking it to the Lotto.

It became a campaign reminiscent of a Hollywood production. Spearheads were: Millionaire the film

Redurban Dallas

Clients include:

USAF Lead Generation

Its recruiters overwhelmed with unqualified inquiries and unacceptable applicants, the United States Air Force asked Redurban to help revamp its Web site to better focus on attracting qualified personnel. While previous versions of the site were focused on immediately directing people to contact a recruiter, the new site had to be viewed as a credible source of factual and experiential information. The site and lead generation system now account for more than 70 percent of all leads that enter the Air Force recruitment pipeline. The ultimate goal of the Air Force Recruiting Service's advertising has always been to generate leads for recruiters in the field. As world situations continue to change, goals, objectives and strategies have continued to evolve therefore causing the focus to shift from increasing the quantity of leads to increasing the quality of leads. Recruiters are overwhelmed with unqualified inquiries and they spend a considerable amount of time following up with people the Air Force cannot accept. Additionally highly qualified people generally have a lot of options and their perceptions of the Air Force often keep them from considering enlistment as an option. Previous versions of the Air Force site were focused on immediately directing people to contact a recruiter. Redurban wanted the site to be viewed as a credible source of factual and experiential information, encouraging people spend time on the site determining if the Air Force is really right for them. After examining the lead generation process, Redurban also uncovered opportunities for more progressive forms of ongoing communication and segmentation practices. To create an environment that fostered relevant, two-way communication, we created a sophisticated preference center that would allow users to update their information and automatically qualify them from one segment to another. Since the launch of the current site and lead generation system, Web site leads account for 65 to 75 percent of all leads that enter the Air Force recruitment pipeline. AIRFORCE.com established itself as the source for the highest quality leads with 64 percent of all inquiries meeting basic requirements to become a qualified lead and 11 percent of inquiries making appointments with recruiters (compared to 7 percent or lower for other lead sources). In addition, time spent on the site has increased from 6 to 8 minutes. The average open rate for the email communications is consistently over 20 percent, which speaks to the quality of the database and the perceived relevance of the content and communications. Airforce.com

USAF Technology

From the stealthy F-35 to bomb-disarming robots, the United States Air Force deploys some of the most advanced machines on the planet. To showcase this impressive array of technology, Redurban created the Technology Experience microsite. Featuring fully rendered 3D models, videos, photos and specifications, the site gives users an immersive, richly visual experience. After all, if we are to position the Air Force as the most technologically-advanced armed service in the world, the Web site demonstrating that technology should be advanced as well. USAF Technology

Arby's Digital Branding

With the support and assistance of the Arby’s marketing team, Redurban helped the quick service restaurant chain make a huge leap into the digital marketing space. In 2006, Redurban launched a new site that was fully complementary to the company's marketing strategy and brand character. Consumers have spent an average of 4 minutes on the new site, typically viewing 7 pages or more of content. Consumer and Client response has been overwhelmingly positive, and Arby’s is now regarded as being near the forefront of the QSR digital space.

In early 2006, Arby’s experience in the digital space was very limited, yet the new marketing regime was ready to step into the interactive world. While they did not have the marketing budgets of their major competitors (e.g. McDonald’s, Burger King, Jack in the Box, etc.), they did have a unique product offering and a strong brand positioning to help differentiate them in the marketplace.

We began with the launch of a new brand site that was inline with current brand character and the new marketing strategy. The site launched with the typical features that you would expect from the QSR category – Menu, Restaurant Locator, Franchisee Information, Company Background, etc. But, the team agreed that there was an opportunity to push the envelope of functionality and scalability. A nutritional calculator was built to include all of Arby’s standard menu items with the functionality to expand for limited-time offers as well. Since Arby’s did not have a database associated with the previous version of the site, we created a custom preference center that enables in-depth customer segmentation and profiling.

Following implementation of the customer preference center/profile management feature, database registrants have increased to more than 19,000 profiles per month. Consumers spend an average of 4 minutes on the site, typically viewing 7 pages or more of content. Overall, consumer and Client response has been overwhelmingly positive and we have begun to move Arby’s to the forefront of the QSR segment within the digital space. Given this success, our future plans include growing and extending the CRM functionality, planning for more digital couponing and exploring additional opportunities such as gift card/merchandise sales, wireless marketing efforts and content development.

http://www.arbys.com

Arby's Racing

To promote Arby's inaugural NASCAR sponsorship and partnership with champion driver Matt Kenseth, Redurban created a robust online presence that included not one but two online experiences. The first, ArbysRacing.com, featured race schedules, results, team information and a gallery of race photos. The second, the Council of the Groove (the "groove" being the fastest line around the race track) offered even richer interactivity with 3D models of the #17 race car, engaging videos and an online "pitting" game.

In late 2006, Arby’s challenged all of its agency partners to develop plans to activate their new NASCAR relationship across multiple channels. Arby’s had never been involved with NASCAR before, and they were moving into an area that was already occupied by some of its QSR competitors. To make the most of the relationship with Matt Kenseth, the #17 car, and Roush Fenway Racing, Arby’s sought to 1) elevate the Arby's brand, 2) increase awareness and affinity for Arby's, 3) create a platform from which Arby’s could further develop relationships with its consumers and 4) drive sales.

Redurban developed a 360-degree activation plan with a strong focus on the digital channel to access brand-loyal NASCAR fans. The result was a unique racing experience, ArbysRacing.com, that launched in 2007 with race schedules, news, promotional content, photo galleries and more. To truly provide Something Different, Something Better (Arby’s brand personality), Redurban then developed “The Council of the Groove” as part of ArbysRacing.com. Led by Arby’s driver, Matt Kenseth, The Council is a place where fans seek race wisdom direct from the source. To complement the site, Arby’s and Redurban developed two beverage promotions tied to Arby’s Racing: "The Drive Thru Tour" and the "Clean Out Matt’s Garage" sweeps.

Arby’s, Roush Fenway Racing, and Matt Kenseth have all been thrilled with the outcome of the ArbysRacing.com project. Racing fans and Arby’s enthusiasts have been quite pleased as well. Since the launch in late March, the site has had over 600,000 visits – with no outbound media efforts. The amount of time visitors spent with the site (through the end of September 2007) is the equivalent of over 4.4 million 30-second TV spots. "The Drive Thru Tour" sweepstakes was also quite successful with over 476,000 entries and more than 100,000 new registrants to the database. Based upon the success of the sweeps, Roush Fenway Racing asked that Arby’s and Redurban present the site as an example of “best practices” at their national sponsorship summit.

http://www.arbysracing.com

Arby's Academy of Country Music Awards

Featuring a western honky-tonk motif and the best mechanical bull riding game this side of the Rio Grande, the Arby's / Dr Pepper Academy of Country Music Awards Web site was a fun complement to the company's event sponsorship. Users playing the online game could instantly win a variety of themed prizes as well as receive entries to a grand prize sweepstakes. Arby’s partnered with Dr Pepper on their sponsorship of the 2007 Academy of Country Music Awards Show. To activate this event partnership, a sweepstakes was developed to be featured in-restaurant during Arby’s March national promotional window. Redurban was challenged with developing an overall sweeps idea that would be engaging, drive traffic back to Arby’s restaurants and grow the database.

The promotion featured a branded Value Size Combo that when purchased gave the consumer a game piece for a chance to win. The messaging directed consumers to arbys.com to enter for their chance to win an all-expenses paid trip to the music awards show. To enhance the sweepstakes experience, an interactive “honky-tonk” was developed to house the entry process. An instant win sweeps mechanism was tied to an interactive “Ride the Bull” game with leaderboard and viral capabilities. A custom e-mail blast (with a link to a coupon) was also deployed to the Arby’s Extras database, driving more traffic and awareness.

The site elevated brand awareness for Arby’s, Dr Pepper and the awards show itself. The co-branded site experience averaged over 4 minutes per visitor with almost 15,000 cumulative consumer hours spent on the site. During the promotional timeframe the Arby’s Extras database also grew by more than 34,000 new registrants.

http://www.honkytonk.arbys.com

AMD / Microsoft

Supporting one of the largest product launches in the history of their partnership, AMD and Microsoft tasked Redurban with developing a microsite experience touting the benefits of AMD LIVE! PCs running on Microsoft’s Windows Vista Home Premium operating system. Redurban also developed a large online media campaign and the associated online creative as support. AMD and Microsoft sought to reach a very diverse target audience consisting of three distinct groups: Digital Dads, A/V Enthusiasts and Mobile Moms. The overall goals of the campaign were to educate these disparate audiences about the benefits of PCs running on AMD LIVE! and Windows Vista and then encourage them to click to a OEM or retailer website for purchase. The discover.amdlive.com microsite allowed the consumer to build a “custom tour” that showcased the technology's many features – whether music, TV on the PC, photo storage or enhanced security. A shopping section served up recommended systems based on the user's preferences. Consumers could then click over to a retail or OEM website to purchase. Redurban also created a targeted media and search campaign that drove visitors to the microsite. Rich media units allowed users to develop their “custom tours” before ever reaching the site. Finally, to increase excitement and buzz about the new product offerings, Redurban developed sweepstakes that drove users to interact with the site thus educating them and piquing their interest. AMD and Microsoft were thrilled with the creative product developed for this effort. From ad units to sweeps concepts to the execution of the microsite, they felt Redurban truly understood the brands and the consumers. Ongoing site optimization allowed us to present the optimal content to help educate site visitors. Our most successful week had consumers spending over 5 minutes per site visit, and our stream of visits to partner sites increased over 400% throughout the life of the campaign. Through ongoing media and search optimization, we kept above-average click-through rates for the campaign, with some creative units receiving response rates above 10 percent. http://www.entertainmentsimplified.com

Chili's Margarita Madness

In 2006, Chili’s faced the challenge of breathing new life into one of their long-standing limited-time offers, Margarita Madness. Redurban and Chili's traditional agency partner, GSD&M, collaborated to develop a promotional microsite that allowed visitors to create their own digital art and compete for a Mexican vacation. By the end of the promotion, the site had received almost 300,000 unique visitors and more than 13,000 people entered the contest. Close to 350,000 votes were cast and visitors spent on average more than 14 minutes creating their masterpieces. In the spring of 2006, Chili’s was faced with the challenge of breathing new life into one of their long-standing limited-time offers, Margarita Madness. With a new-found focus on the millennial audience, Chili’s engaged the team of Redurban and its traditional agency partner, GSD&M, to develop a solution. When visitors arrived at the promotional microsite, they were greeted with a very elegant experience which was creatively designed to mirror an art gallery visit. The intent of the site was to get visitors to create and/or browse the pieces of "margarita art" that were created using the custom paint tool. As the promotion progressed, visitors could vote on their favorites. Eventually, the grand prize winner was awarded a trip to Mexico. The site also included information on Chili’s signature margaritas, a gallery of artistically inspired coasters, and a viral component. By the end of the promotion, the site had received almost 300,000 unique visitors, and more than 13,000 people entered the promotion by creating a piece of art. Close to 350,000 votes were cast (visitors could vote on multiple entries on multiple visits), and visitors spent (on average) more than 14 minutes creating their masterpieces. At the end of the promotion, the Chili’s team was elated. There are plans to take art from the site and actually produce coasters to go in-store as well as talk of a coffee table book compilation. www.virion.com/margmadness

AT&T College Football

Redurban and partner agency The Marketing Arm were tasked by AT&T, the largest telecommunications provider in the United States, to create an engaging, buzz-worthy program supporting the company's 2007 college football campaign. In "The World's Loudest Pep Rally," college students from 119 colleges and universities across the country sent videos, voicemails and text messages inviting Dave Matthews Band to play at their schools. More than 3 million invitations were sent, making it one of the most successful collegiate program's in the company's history. Redurban New York Redurban London