Comic Relief
Comic Relief have come a long way since 1985, and have raised over £1 billion for good causes. However, they need to engage younger audiences to keep thriving…
We developed and delivered a strategy that targeted two consumer segments (18-25 and 26-30) driven by social media adverts and a variety of digital content.
Our first challenge was to engage 18-25 year olds online. Our idea was to create a spoof of a beauty blogger unboxing video - both to run in full and in 5 sec. pre-roll ads.
We created a tech version too...
Alongside the vlogger spoofs, we worked with Red Nose Day’s 2019 proposition, Come Together, to produce ads that brought their campaign identity and call to action to life.
We tested different creative routes, each with good results, so the media agency decided to run the ads all the way up to Red Nose Day 2019.
We also presented ideas to encourage youth engagement.
These included: face-detection Red Nose emojis, influencer take-overs (think Fyre Festival, but jokes instead of orange squares, and also not an insane lie)…
Instagram story stickers...
... and a donation activation idea for the Four Weddings reunion sketch.
We concepted for larger digital activations in order to further push donations. Comic Relief loved these ideas and developed them in-house.
A dorky Dad dancer? A family of flossers? Who will win our dance-off? Come together to vote for your favourite...
Dancers submit a one minute video of themselves and then the public vote for their favourite via text to donate.
Ever wanted to ruin a celebrity’s life? Well, now’s your chance! For one day only, you get to come together and make every decision for them. Oh, the power...
Our celeb hands over all their decision making for one day. Members of the public join together to choose between Option A or B.
Red Nose Day took place on Friday the 15th of March. It was a hugely successful campaign in the run up to, and including, the day.
Final result: £63,548,668 Raised!
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For Red Nose Day 2019
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