Design Area

Animation, User Experience, Bespoke Email Design

Brand

BBC Studios

Walking With Dinosaurs Launch

The Brief

Winner of the ‘Creative Innovation’ award at the Really Good Emails Awards With the relaunch of BBC’s ground breaking series, they needed an eye-catching email to drive their audience to watch the trailer and a shareable email to generate buzz. The client wanted something that was interactive, informative and fun to ensure that the user journey didn’t finish when the user clicked on the primary call-to-action in the hero. We began with brainstorming how this journey will work, from the user first clicking on the email to the integrated footer. We designed wireframes, laying out the user journey, including interactivity, as well as the fallback for users whose devices might not support this. Gamification was decided on as a way to display facts. Through careful experimentation, iteration, and close collaboration between design and development, the email transformed into an interactive story that encouraged audiences to explore, discover, and engage while staying mindful of accessibility, performance, and deliverability.

Winner of the ‘Creative Innovation’ award at the Really Good Emails Awards With the relaunch of BBC’s ground breaking series, they needed an eye-catching email to drive their audience to watch the trailer and a shareable email to generate buzz. The client wanted something that was interactive, informative and fun to ensure that the user journey didn’t finish when the user clicked on the primary call-to-action in the hero. We began with brainstorming how this journey will work, from the user first clicking on the email to the integrated footer. We designed wireframes, laying out the user journey, including interactivity, as well as the fallback for users whose devices might not support this. Gamification was decided on as a way to display facts. Through careful experimentation, iteration, and close collaboration between design and development, the email transformed into an interactive story that encouraged audiences to explore, discover, and engage while staying mindful of accessibility, performance, and deliverability.

Outcome and Results

Through a "cinematic approach" and tight collaboration between our design and development teams, we pushed the boundaries of what is possible in the inbox without sacrificing accessibility or deliverability. To experience this interactive email, click the link below.

Open rate: 27.5% average Click-through rate: 2.2% average Full audience click-through rate: +83% uplift Engage audience click-through rate: +127% uplift

View the live email here