Devotion builds new and longer lasting relationships between brands and audiences.

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Our history of digital innovation means we have constantly broken boundaries. It’s the “what’s next” that drives us.

But what does this actually mean?

Firstly, we use the term 'assets' because we believe that success in the digital space is about far more than creating a piece of communication, a website or a social campaign.

It requires a strategic approach; one that creates value between users, customers, audiences and you.

It's building something, posting something, improving something, asking something, delivering something; it's entertaining someone, interacting with someone, working with someone; it's getting the best deal and working their way, not your way.

Great digital is like dancing at a bus stop. Everyone likes the idea of it, the fun of it, the freedom of it, the courage of it - but it takes a leap of faith to do it.

Great digital doesn't just change the way you connect - it changes the very way you do business. Suddenly you'll know more, do more, be more - all because you are working with your customers. You will dance at the bus stop.

Great digital requires Devotion and Devotion is what we create.

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AMP Capital Shopping Centres


The Brief

Our brief was two fold; provide a unique and engaging customer experience across the holiday period for AMPCSC shoppers  and secondly, to deliver a ‘game’ or ‘gamified’ platform, thereby  answering a direct business requirement.

The Solution

Game-2-Win is an ‘Amazing Race’ style game that requires shoppers to complete a mixture of daily in-and-out-of-centre challenges, including answering questions, snapping photos and guessing games for the chance to win daily prizes as well as a share in a national prize pool valued at over $84,000.

The campaign ran for 70 days with 70 unique challenges across fifteen shopping centres in Australia and New Zealand.

The responsive website was designed from a ‘mobile-first’ perspective with much of the intended activity designed to take place on-the-go. As shoppers register, they were asked to link their social accounts to their profile giving them the opportunity to play via Facebook, Instagram and Twitter.

As shoppers advanced through the challenges, they were rewarded with badges to recognise their achievements as well as being able to track their progress against other competitors through their centre’s leaderboard.

A full administration dashboard was developed within Kentico for content management purposes with scheduled tasks and social filters querying the millions of Instagram and Facebook posts in real time. Datasift was initially utilised to provide access to the Twitter 'firehose', however, unreliable feed querying results, saw us developing our own scheduled tasks in Kentico.

Some stats:

  • 1,065 Campaign Hashtags
  • 2,451 Tweets by competitors
  • 6,001 Facebook comments
  • 4,630 Instagram Pics
  • 8,576 Badges awarded
  • 3 competitor meet-ups (that we know about)

Read the press release on RetailBiz.


The Brief

To develop a destination website that encapsulates the colour and vibrancy of the iconic Australia Day event, showcases ways in which to participate and pushes registrations.

The Solution

Large visuals, emotive video and engaging content provide the backbone for the Havaianas Thong Challenge website. As the event is run in five locations every Australia Day, the necessity for a centralised sales and marketing effort as well as a participant registration and ‘on the day info’ is paramount.

Whilst being incredibly simple to use from a browser’s perspective, a number of key functional requirements including the registration of RFID bands for use on the day and linking them to Facebook IDs was required.

Kentico EMS is utilised to manage all content, functionality and automated marketing.



The Brief

To develop an engaging gesture-based game for kids that will keep them entertained while parents inspect the new vehicles.

The Solution

Using the Microsoft Kinect SDK and Cinder, a gesture-based game was developed that operates under a similar principle to Wii gaming consoles.

Shopping centre visitors, and specifically kids with their parents, are challenged to virtually fit large items, such as scooters, beach gear, and buckets, into a Nissan X-TRAIL boot within the 90-second time limit.

The game features four settings, including packing a boot for the beach, camping, playground, and a day in the city.

Administration access allows for the customisation of levels based on the demographic and setup of each event.

Read more in Inside Retail.


The Brief

To develop a product that harnesses the power of social media (especially #hashtags) and allows brands to connect with their customers.

The Solution

Hashtag Printer is a ‘socially-enabled’ printer that allows the printing of specific #hashtags for corporate events, weddings and other social gatherings.

Fully customisable 6x4” glossy prints allow businesses to actively brand the takeaway for promotional or keepsake purposes.

Additionally, a real time online gallery displays a feed of the specific #hashtag for use on large screens, billboards or projections.

Check out some of the crazy pics from the recent Slam Beach Volleyball Series sponsored by Reef (#reefsummer) that runs annually throughout Australia.


AMP Capital Shopping Centres


The Brief

Deliver a fun and engaging customer-facing application to gather data and deliver insights into what shoppers really want.

The Solution

Using the latest in advanced CSS techniques and HTML5 we concepted, designed and built a device optimised website that allows customers to drag-and-drop predefined retailers or custom suggestions onto their 'Dream Fashion Mall'.

"On face value, the application – Design Your Dream Fashion Mall – is a quirky, different way to engage with customers. However, AMP Capital Shopping Centre’s head of marketing, Belinda Daly, says it is part of the company’s data-led strategy that has the potential to generate a lucrative return on investment."

"In around three minutes, shoppers can design their own “fashion destination”, select their favourite retailers and tell the designers of the shopping centres exactly what they want. That information, Daly says, will be relayed directly to leasing agents who will then better understand which retailers to work with."

Read more on Dream Mall in BRW.

Mars Chocolate (M&M's)


The Brief

To bring the iconic 'Red' & 'Yellow' M&M's characters to life for the first time and allow them to interact with a live audience.

The Solution

In partnership with Habitat Media and using the latest Augmented Reality Technology, 'Red' & 'Yellow' were brought to life for the first time in Melbourne's Federation Square. 'Red' & 'Yellow' skated, posed for photos, complimented and gave some of their trademark cheek to the thousands of people gathered around the activation.

'Red' & 'Yellow' certainly enjoyed it and based on the reaction, so did the crowd!

Credits: Activation by Starcom and Habitat Media, augmented reality by Devotion Digital, creative by Clemenger BBDO.


Visit the site

The Brief

Everyone loves wearing their Havaianas; many are committed to and everyone has their own style. Our challenge was to create a tool that allows people to express themselves through their footwear by selecting a base colour, customising straps and adding pins (rivets) to create a signature look.

The Solution

We developed an intuitive web app that sits within the existing Havaianas Australia website. Talking to the existing web store, the app works in real time to manage stock, the availability of components, including colours and rivets. Users are able to see their thongs develop at each stage, including seeing exactly how their rivets will be placed, depending on one of four positions chosen. They also have the ability to share their designs and browse a gallery showcasing other customer designs for inspiration.

Goodstart Early Learning

Visit the site

The Brief

Goodstart Childcare bought ABC Learning in 2009 - after the former went into voluntary administration. Believing the first five years of a child's life are, quite literally, 'life changing', Goodstart approached Devotion seeking a rich, positive online solution that reflected their passion for early learning - and which fulfilled parents' needs with regards to finding and understanding a solution for their family.

The Solution

Leveraging some beautiful creative and branding from The Garden, Devotion built a comprehensive, highly functional website that is based around real stories from early learning workers, as well as parents. The Kentico CMS managed website offers a huge volume of positive, easy to understand content. Parents can search for a centre near them, and get an in-depth understanding of what they, and their children can expect from Goodstart.They can also get answers to common questions, access important industry news and updates, learn more about the individual centres and centre directors, save a centre for easy reference, and book a tour of a particular centre online. The site also has a career facility - enabling early learning workers to locate and apply for a job in an area near them.

Sekisui House Australia

The Brief

For many years, AVJennings has been a known and trusted brand in the Australian marketplace. When the business was purchased by Sekisui House, they engaged Devotion to develop a highly functional website that would showcase their range and highlight Sekisui House's green credentials and positive philosophy: 'love of humanity'.

The Solution

We created a useful, visually rich, positive website that inspires customers and provides them with a set of tools to make finding the right home easy. Conceptually, the site focuses on presenting the right content to the right people, in the right context and at the right time. It looks to engage customers at different stages of the decision making journey and provide each with a unique experience. On a functional level, the site includes a detailed ‘Home Finder’ tool, virtual tours and video content, map-driven Display Centre locators, the ability to ‘favourite’ homes, save content for later, create comparison lists and contact a Sekisui consultant using live chat. It is developed on the Kentico .NET CMS and delivers fast and secure editing to a large team of content editors.

AMP Capital Shopping Centres

The Brief

In 2009, AMP Capital Shopping Centres engaged Devotion to redesign seven of their flagship Shopping Centre websites. Part of the brief was to establish a technical platform that could be replicated across other centres, as well as provide a growth platform for all digital activity over time.

The Solution

Devotion now manages twenty-five AMP Capital Shopping Centre websites and Facebook pages, as well as email communications, search activity, seasonal campaigns and day-to-day digital operations. We integrated a robust Kentico .NET content management solution across all websites, which saves AMP Capital staff enormous time and effort in managing campaigns, updating content and gathering results. This platform underpins all of the company's digital marketing activity, whether on or off-site.

AMPCSC Christmas Campaign


The Brief

Christmas is a time of giving, sharing and (hopefully) receiving. It's also a time of high stress, advertising overload and audience apathy. The brief delivered to Devotion was to cut through this and develop a fun campaign that solves a common problem; how do I find the right present in the most efficient manner?

The Solution

The idea was simple. Users created a Christmas hint via a Facebook application, which in turn sent a friend or family member an invitation to view a personalised video. By sending a hint, the user was entered into a draw to win $50,000 in Australia and $30,000 in New Zealand.

Overall, almost 9,000 hints were sent across the campaign period with a rise in Likes on centre Facebook pages of 43% for the majors (Pacific Fair, Macquarie Centre etc.) and 71% for the remainder (Royal Randwick, Dapto Mall etc.).

Read more on Campaign Brief.

CSR / Bradford Insulation

The Brief

CSR Bradford approached Devotion with the goal of designing a better customer experience via their digital channel. A large component of the brief centered on the delivery of 'solutions' as opposed to simply products; a siginficant shift in thinking for the Bradford business.

The Solution

The website provides an engaging visual and information-rich experience for the three key audience segments; consumers, trade and industry. Consumers profile their own home using a 3D energy-savings wizard, tradespeople download relevant product material and industry professionals reference calculators and handy specification tools either online or using the iPad application.

A .Net Kentico CMS platform is used to manage all content, functionality and user authentication across all device outputs (websites, campaign microsites, iPad apps, in-store kiosks etc). Custom web services are used to interface with CRM systems, loyalty programs and campaign/competition mechanisms.

When Devotion was appointed, 5% of enquiries were being directed via the website. Within two years, this had increased to 65% and sits above 80% today.

Fox Studios Australia

The Brief

Our challenge was two fold; provide an all encompassing view of the Studio to encourage overseas directors and investors to film in Sydney and secondly, to promote the vast array of services on offer within the Sydney-based complex.

The Solution

Large visuals as well as rich and engaging content, provide the backbone for the new Fox Studios Australia website. From a sales and marketing perspective, the website serves as the main information source for Directors, Producers and Locations Scouts globally, and works as a reference tool for productions, be they large or small, local or international.

We created an interactive 3D model of the lot to provide an aerial view of the lot, the sound stages and associated facilities. Each stage within this model includes detailed set-design specifications, galleries and downloadable CAD files. The Sydney complex unlike every other film studio, prides itself on its lighting, set building, model making and animation facilities. But, more so than anything, it needed to sell Sydney. Few studios globally can say they are situated in the heart of a truly cosmopolitan city; cafes, culture and just 10 minutes to the beach. Promoting this aspect and a gallery showing the wealth of top grossing movies filmed at Fox was paramount.

Australia for UNHCR

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The Brief

In 2011, Devotion was approached to develop a digital platform for a new Australia for UNHCR initiative; the Here & There education Project. The campaign is a partnership between Australia for UNHCR and Skype and provides one lucky Australian high school the opportunity to co-learn with the Nakivale refugee camp school in Uganda.

The Solution

The website served as the campaign hub - a location for schools to create and submit entries, the broader audience to review submissions and media organisations to download info packs. Working with The Ink Project on the creative concept and Sefiani on PR, we developed a highly visual site, that changed throughout the life of the project to reflect various campaign stages; awareness, pre-registration, submission collection, shortlisting etc.

Read more on the Australia for UNHCR media release.

Our Clients

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We're doing

  • 16 November 2015

    It’s Christmas time, and as usual, we’ve just launched AMP Capital Shopping Centre’s Christmas campaign. There’s instant win prizes to be won every day, so better get unwrapping! Play online at Marrickville Metro, one of fourteen Australia-wide shopping centres participating.

  • 20 October 2015

    The revamped PropertyTree website for Rockend launched today. PropertyTree is the leader in cloud-based property management and trust accounting software. The website delivered in record-time is sleek, light, and the first phase of many.

  • 24 September 2015

    We’re pleased to announce that Devotion has beaten a very strong field of international agencies to be awarded the Blast One business. We’re excited to be working on this expansive project for such a progressive company.

  • 01 September 2015

    We’re proud to announce that Rockend have appointed Devotion to handle the redevelopment of their broad digital platform and online marketing communications. The first cab off the rank will be PropertyTree, their cloud-based property management and trust accounting software.

  • 08 November 2014

    Havaianas today announced the release of their Frozen thongs. Perfect for the little Elsa and Anna!

  • 03 November 2014

    Today we’ve relaunched the AMP Capital Shopping Centre's iOS mobile apps. This fast and easy-to-use iPhone app will help customers stay in touch with everything that’s happening at the centre, get all the latest information about special offers and discounts, use interactive maps to find their way around, create lists of favourite shops, news and events, and much more. Check out Karrinyup Centre in WA for app features or jump straight to the iTunes Store.

  • 01 November 2014

    @simonlester, @andrewwhitehead and @joepeschardt all survived the Noosa Triathlon #nextyearmoretrainning 

  • 13 June 2014

    We're excited that Apple has featured our latest application, Foodie, on the App Store this week. Foodie is a simple way to manage, share and sync your recipes across your Apple devices. Check out the Foodie website or jump straight to the App Store.

  • 09 June 2014

    We're proud to announce that Fisher & Paykel have appointed Devotion to handle their online marketing communications. Look out for some exciting work over the coming months.

  • 01 April 2014

    Check out this little Animal Selfies project we worked on with the team from Hausmann Communications. They say working with animals is tough, but these little guys put on a pretty good performance! The story got picked up everywhere from America, to Germany and Cuba.

  • 01 April 2014

    We're very proud to have worked so closely with a company recognised by Apple in their 'Thirty Years of Mac' retrospective. In 2003 (and subsequent years), Devotion worked closely with Sportstec to help them realise their brand potential, develop identity systems and marketing collateral.

  • 01 April 2014

    It’s here and we’re excited… Kentico Version 8 has landed. Redesigned from the ground up, Kentico 8 brings a whole new experience in web content management, online marketing, eCommerce, online communities and intranets. Drop us a line to see it in action.

  • 03 March 2014

    Today we’ve relaunched the AMP Capital Shopping Centre's digital platform which powers 20 websites, content for mobile apps, feeds for in-centre kiosks as well as full automated marketing for email comms and personalised engagement. Check out Karrinyup Centre in WA as an example #kenticoEMS

  • 26 January 2014

    Happy Australia Day from Bondi Beach! We’ve been lucky enough to perch ourselves in the Havaianas Thong Challenge VIP area supporting our client and enjoying the great day. Good to see so many orange lilos marching up and down the beach!

  • 26 January 2014

    1065 hashtags, 2451 tweets, 6001 Facebook comments, 4630 Instagram pics, 8576 badges, 382 phone calls, 70 days and 70 competitions later, and Game-2-Win is finally over. Phew, that was fun!

  • 15 January 2014

    We’re excited to say that our long-standing client, Sekisui House Australia, has decided to completely redevelop their online properties from the ground up. The key focus will be on realigning the brand, implementing automated marketing processes and delivering new sales leads.

  • 14 January 2014

    Our last gesture-based Kinect game for Nissan is featured in InsideRetail today. Players are challenged to virtually fit large items, such as scooters, beach gear, and buckets, into a Nissan car boot - simple, fun and right on brief.

  • 20 December 2013

    We’re excited to announce that Yellow Brick Road have become a Devotion client. YBR are looking to Devotion to bring UX, technical and communication expertise to help grow their rapidly expanding business. We’re hired… a great way to finish the year!

  • 07 December 2013

    Our Hashtag Printer is travelling Australia at the moment with the Slam Beach Volleyball Series. Check out the #slamfestival & #reefsummer gallery.

  • 27 November 2013

    There’s plenty of buzz around beacons at the moment and we spent today with the guys from Bluecats. Definitely leaders in the space and pushing the possibilities of real world context for apps. Great things in the pipeline - stay tuned!

  • 20 November 2013

    AMP Capital Shopping Centre uses gamification to engage shoppers... Check out the story in today's RetailBiz for a run down of what's happening with Game-2-Win that was launched a couple of days ago.

  • 18 November 2013

    Today we’ve launched Game-2-Win for AMP Capital Shopping Centres. It’s 70 challenges for the next 70 days with daily prizes and a grand prize for the overall winner. Challenges include in-centre treasure hunts, Instagram comps, Facebook challenges and Twitter quizzes. Visit your local AMP Capital Shopping Centre to get involved.

  • 16 November 2013

    Our latest mobile application for Tarkett hit the App Store today. The Tarkett Viewer app is designed to extend a customers browsing experience by bringing brochures to life using augmented reality.

  • 27 June 2013

    Really excited to announce that Devotion has been appointed by Havaianas (Aqueo) to redevelop their online sales platform and associated digital marketing tools. This builds on the Havaianas Make Your Own tool we developed in December 2012.

  • 05 June 2013

    Read about our 'Dream Mall' application developed for AMP Capital Shopping Centres in BRW today - "AMP uses virtual shopping centre on an iPad app to understand shoppers’ needs". Read the article here.

  • 22 April 2013

    Check out the video of the M&M'S® characters coming to life in Melbourne a few weeks ago. 31,000 people witnessed the event - not bad!

  • 13 March 2013

    The M&M's activation from last week in Federation Square is starting to get some press. Check it out in Campaign Brief and B&T. Says Matthew Graham, Mars Chocolate marketing segment leader: "The M&M's characters are iconic and it was great to bring the personalities of the characters to life with our consumers.

  • 08 March 2013

    We're down in Federation Square in Melbourne today to deliver a huge Augmented Reality activation for M&M's with the guys at Habitat Media. If you're around, come on down!

  • 19 December 2012

    We're very excited to announce our latest client is Olympus Imaging Australia. A website facelift and some other exciting things are in the pipeline at the moment. Stay tuned...

  • 07 December 2012

    Ever wanted to create your own custom Havaianas? Well, now you can! We've just launched a fantastic web application for Aqueo / Havaianas Australia that allows you to create your own signature look. Choose a base, choose a strap and then go nuts adding some rivets (pins). Here's a pair we made ourselves.

  • 15 August 2012

    We're very excited to announce that Devotion has won the Konica Minolta digital business in a head-to-head agency pitch. More news coming soon.

  • 14 August 2012

    Three global Top 10 Kentico websites in 3 months - we're pretty chuffed. Check out AMP Research Hub in the May Top 10, Sekisui House in the April Top 10 and Goodstart Early Learning in the March Top 10.

  • 01 June 2012

    Veda becomes the latest addition to Devotion's client list. Their customer service portal will no doubt look and feel even better in the coming weeks. Watch this space...

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Phone +61 2 9356 7900
Office Level 1, 168 Oxford Street Paddington NSW 2021

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