'Care and Charity online' email campaign for Ecclesiastical by Gravity

Background
Our creative vehicle for Ecclesiastical is highly distinctive consisting of painted hands to complement our end line 'You're in good hands,' reflecting in turn Ecclesiastical's 'hand' logo.

For the new on-line product, sticking with painted hands, we created The Sprinters to convey speed of service - two little chaps, one for charity, one for care, that were actually the left and right hand of our hand model.

About our email - using Vismail
A major part of the campaign was to target Ecclesiastical's existing brokers so direct marketing made a lot of sense and since we were promoting an online service, email seemed the obvious choice.

However email click through rates can be depressingly low and this was not a volume campaign. We had a target audience of fractionally over 5,000. A one per cent click-through rate was going to be no good to anyone.

So we opted for a rich media email solution. We created a hilarious little film of our fingers in an actual sprint race and very much in the style of Chariots of Fire. And we choose to work with a company called Vismail whose proprietary software enables graphics and embedded videos to get past firewalls - the video actually plays on opening the email. The film and the Vismail technology had a major impact on click-through rate.