Mobile Internet Case Studies

Red Nose Day

Client: Red Nose Day
URL: http://rednoseday.com

Brief:
With a very late deadline, Comic Relief approached Wapple to produce a mobile version of the Red Nose Day website. The site needed to include information about Red Nose Day, an RSS feed from the official Red Nose Day Twitter, fund raising ideas and most importantly, to drive people to donate via click-to-call functionality. The green light to build the site was given the week before Red Nose Day so speed was of the essence in order to deliver the mobile website before the live event was broadcast on BBC1.

What Wapple did:
Wapple were given a brief outline of content that Comic Relief wanted to see on the Mobile Website that was currently available on the Website. We replicated the look and feel of the website closely to ensure a cohesive visual presentation was maintained. Due to time constraints Mobile donations via a Mobile biller were not included but would likely be included through future mobile campaigns. A click to call link was made available to allow donations to be made through the Comic Relief donation line and Exhibit™ was used to ensure that the correct markup was delivered to the handset. Where a mobile phone didn't support click-to-call at all, the end user still received the telephone number in text format. In addition Wapple added functionality to allow the web URL, http://rednoseday.com, to automatically redirect to the mobile site each time a mobile browser hit it - this was down to Wapple's ability to correctly identify mobile browsers.

Result:
The Red Nose Day mobile website was a resounding success, generating more than 50,000 page impressions in the first 24 hours before the main event. The ability to serve the dedicated and strongly branded Mobile Website from a single domain meant mobile users received an optimised experience that was extremely quick to download at a fraction of the cost of downloading an entire website to their phone browser.