Subway Red Nose Day Microsite

Subway was one of the three headline sponsors of Comic Relief in 2009. In order to communicate to consumers how they were supporting the charity and to give consumers a chance to join in with their own support, they commissioned us to develop a co-branded Subway and Red Nose Day microsite.

It was vital that the site promoted the Subway brand as well as adhere to stringent Red Nose Day brand guidelines and close collaboration with the client and the charity enabled us to create a site that met the objectives of both parties, while remaining engaging for the consumer.

We used extensive Flash animation for key elements in the site, particularly the animation of the red nose device and key information panels.

We also commissioned three celebrities, the TV presenter Gok Wan, the actor Tom Baker and the Radio 1 DJ Tim Westwood, to record a number of mobile ringtones. Consumers could listen to the ringtones and other outtakes from the recording sessions via the website and we able to text a short code to download a ringtone direct to their mobile phone at a charge of £1.00 (with around two-thirds of that going direct to the charity).

The microsite was a great success in that it managed to communicate updates about Subway's support for Comic Relief to thousands of consumers over the promotional period.

The ringtone promotion itself raised a substantial amount for the charity as well as raise awareness of the cause in a traditionally difficult to reach late teen target market.