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The RNLI launches interactive Christmas appeal to fund new lifeboat

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By Michael Feeley, Founder and chief exec

December 2, 2015 | 2 min read

The RNLI (Royal National Lifeboat Institution) has launched its 2015 Christmas appeal, asking supporters to help fund the build of the new Shannon Relief 4 lifeboat. This relief lifeboat will provide back-up support for any lifeboat that is out of action, meaning that it could be deployed anywhere around the coasts of the UK and Ireland.

The microsite acts as a destination point for the new RNLI campaign.

Yoyo designed and built the microsite for the campaign, which acts as the destination point for offline and email marketing campaigns. To help engage the audience, the microsite features an interactive prize draw for visitors to have their name added the hull of the new Shannon. 20,000 names will be chosen to collectively make up the boat’s ‘RNLI 13-12’ sticker.

RNLI marketing manager Sara Thompson said: “Right from the beginning Yoyo displayed a real understanding of what we were looking to achieve with this campaign. They have demonstrated creative integrity as well as providing day to day support and guidance with the microsite development and functionality. We have developed a great working relationship with the Account Team which will almost certainly help us to achieve our ultimate target of funding the build of the new Shannon relief boat.”

Hannah Smith, account manager at Yoyo Design, said: “The Christmas appeal is one of key campaigns of the year for the RNLI and historically this has been very heavily based around direct mail. Using digital channels has enabled the RNLI to secure a wider reach and the results of the campaign should reflect this.”

Yoyo Design is based in Kent and works with clients including Marks & Spencer, Freesat and The Open University.

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