Advertiser ■ Sport Relief
Industry ■ Not for profit
Media used ■ addressed mail, pURL, AR
Target audience ■ 1m homes across London, Glasgow, Cardiff and Manchester
Date ■ 2014
Sport Relief is a charity event for Comic Relief held every other year in the UK. It brings together the worlds of sport and entertainment to raise money to help vulnerable people domestically, as well as in the world's poorest countries. But rather than just rely on spontaneous donations, it requires plenty of people to get involved, take part in organised sporting events – or host their own. A direct mail leaflet has to work incredibly hard to help build the necessary interest and excitement.
For the second time, Sport Relief turned to augmented reality to help, using Zappar technology. Using their mobile phones, recipients could watch a pep-talk from Olympic cyclist Sir Chris Hoy. And through the use of different zapcodes for every city, each one got a bespoke message as well as custom URLs linking to local sign-up pages. A further interactive element let users pose for photos with the headgear and medals worn by sports stars Jessica Ennis-Hill, Johnnie Peacock, Ellie Simmons, Rebecca Adlington and Victoria Pendleton within the mailing. A follow-up mailing focused on raising donations. With the Zappar-powered Cedric the bulldog giving his money raising tips.
Thousands of people signed up for runs, swims and cycling events in the recipient cities, helping to raise nearly £72m for Sport Relief 2014.