Babybel has raised money for Comic Relief’s Red Nose Day for 15 years and needed a digital platform to activate donations beyond previous years. We developed a unique integrated campaign with digital innovation at its heart. ‘Babybel Yourself’ used the latest facial recognition and image morphing technology to create a mobile web app that transformed the user’s face into an interactive laughing cheese. Here, a fully integrated campaign was born. The mobile web app drove engaging content across numerous channels, including critical in-store touch points and packaging, redesigned around ‘Babybel Yourself’ and the commitment by Babybel to donate for every promotional pack purchased. Marketing support included a series of targeted, 10-second TV spots, digital display media, sponsored Facebook posts and interactive screens in cinemas, where moviegoers could use digital displays to customise their laughing cheese and later, continue to interact with their creation from their very own device.

A simple selfie mechanic and responsive HTML adapted to numerous cyber platforms informed the creation and implementation of ‘Babybel Yourself.’ The mobile web app included more than 20 customizable laughs and gestures with rich responses, including tapping your device to make it laugh by poking and tickling. A seamless user experience leveraged industry-leading image morphing, rendering and graphic acceleration. The best-in-class demonstration of the latest, innovative technology helped the web app transcend multiple digital platforms. From mobile, tablet and desktop to social and digital out-of-home activity, the responsive HTML meant users could easily ‘Babybel Yourself’ regardless of device type.

This campaign has gone beyond all expectation and has already been crowned our most influential partnership with Comic Relief in 15 years. So far, we’ve achieved:

• 72,427 site visits

• 19,045 Babybels created

• 751 Babybels created via digital out-of-home activity

• Over 15 million media impressions

• Over 41,000 clicks from media

• Over 4,800 Babybels shared

• +5% sales increase vs. forecast

• Brand growth +42% vs. 2014

• £150,000 donations from pack sales to Comic Relief with an additional £20,000 attained from ‘social share’ donations

The campaign is live until 19.04.15.