Award Entry

Stonewall+ "Click Here" Mailer

The Brief

Draw instant attention to the launch of the Stonewall+ Tribute website through an email message. The email must be quirky, light, and contain a novel point of interest that lures the reader into interacting with the message.

The Solution

An animated email that reflected the Stonewall+ Tribute website design aesthetic. By way of animated text, the reader was mercilessly teased and tempted to click on the email.

On clicking, the recipient was sent to a landing page. The similarly designed landing page used fun and quirky copy to give context to the campaign. By way of ‘the click’ the email recipient had now been converted into an Internet user. The user was invited to join the click tribute celebration.

By clicking the invitation, the user was directed to the official Stonewall+ Tribute website.

The Results

The overall campaign was an instant success with the mail achieving a 23% click-through rate. Reaction from the industry, clientele, marketers and the general public was immediate and positive.

The Email: