Digital Red Nose

• To raise money for comic relief
• Allow the general public to interact with the comic relief brand online
• Generate awareness for Comic Relief online
• Empower users to donate money to comic relief and get their friends to donate money for Comic Relief without directly asking them, but rather through audience initiated participation in the campaign.

etv launched Comic Relief's virtual fundraising application, the 'digital red nose', on the rednoseday.com website on 9th March 2009.

The application enables users to support Red Nose Day 2009 by purchasing a digital red nose. Users are able to upload one of the three official Comic Relief red noses onto their own image.

The final page of the microsite gives users the option to post the digital red nose image on their Facebook, MySpace and Bebo profile pages as well as save the image to their desktop.

The digital red nose image and link to the fundraising microsite is posted on the profile newsfeeds of social networking websites, making the opportunity for the user’s ‘friends’ to get their own digital red nose only a click away.

The microsite is hosted by etv and uses a Flash based user interface that will import images, enable selection from the three digital red noses as well as an image manipulation function.

Google Analytics: 78,266 unique visitors between the launch date and 17th of March 2009.

With a week of activity, the application raised £17,000 for the Comic Relief digital campaign. The return on investment for this project was 1000%.

As a result of this hugely successful campaign, Comic Relief appointed etv to redevelop the digital red nose application as part of the celebrations for 21 years of Comic Relief making people laugh.

The campaign was launched in association with the Radio Times and enables users to upload an image onto a canvass of the Radio Times magazine front-cover.