Story’s online viral campaign for Scottish Hydro Electric talks the hind legs off a donkey
27th September 2007
Story, the UK's best selling agency, launches Scottish Hydro Electric's ‘Donkey-Mail' viral campaign in October 2007 as part of their ‘Greener on the other side' campaign. Story won the viral business in a recent pitch.
The viral was designed to capture email addresses of home owners in Central Scotland and to build up awareness of the brand in a fun, humorous way. Emails will be sent out to 550,000 addresses within Central Scotland to seed the viral.
Users will be told that a Donkey-Mail has been created for them and invited to click through to the site to play their message. When on the site they have the opportunity to listen to the message (straight from the donkey's mouth) that Scottish Hydro Electric are cheaper than Scottish Gas and Scottish Power. They can then build their own Donkey-Mail and put their silly ass online.
Users can customise their donkey and make a ‘smart ass', a ‘bad ass' or a ‘shake yo' ass'. They can equip it with monocles, sunglasses or bling, choose a natty background like outer space or the inside of a public swimming baths and record a personalised Text-To-Speech message.
Once complete they can send their Donkey-Mail packing to a friend. Their friend then receives an email inviting them to play the personalised recorded message.
Kevin Greenhorn, Head of Marketing at Scottish and Southern Energy says:
"It will be very interesting to see the effect of our first viral campaign. Story have developed creative which is engaging and fun and compels people to communicate with each other, passing our message on and on. This should translate into increased brand awareness and will help us develop our own database of potential Scottish Hydro Electric customers. I have no doubt that the viral will be around for some time."
Dave Mullen, Creative Director at Story adds:
"Digital is such an important part of our business now, increasingly we are creating more and more online campaigns for clients. This is great as it gives clients a fantastic opportunity to gather data, engage with customers and with some brands, it can allow them to let their hair down and present the more fun aspects of their brand personality. Try clicking on it and not sending it to someone you know."
www.donkeymail.co.uk
The viral was developed and created by Story and built by leading web design agency Realise.