Insurance Christmas Ball - Swifty stuffing

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carlyfarly2001
November 27, 2009

Lamb Creative Marketing and Consultancy (Lamb), a consultancy specialising in the insurance and financial sectors, has been appointed by Incisive Media, one of the worlds leading B2B information providers, to develop and deliver a multimedia viral marketing campaign to support fund-raising for The Childrens Trust, a national charity selected to be the beneficiary of the companys 2009 Insurance Christmas Ball.

Lambs Twelve Weeks of Christmas campaign features staff from Incisive Medias Insurance Division, including Post Magazine, Insurance Age and Professional Broking, each carrying out amusing re-enactments of the twelve days of Christmas. In the first week of the campaign, Jonathan Swift, editor of Post Magazine turns his hand to stuffing a pear in a partridge - a video not to be missed - in the second week Publishing Director, Derek Peck feels the pinch from two turtle doves.

The Childrens Trust is a national charity working with children who have multiple disabilities and complex health needs. The Trust will benefit from on the spot giving at the Christmas Ball and from donations made via a specifically developed online donation shop, which enables donors to see how their money will be used.

Lambs campaign also reflects how donations are used by the charity with scenes showing, for example, the funding of trips for children and their carers to the Eden Project to see a Chinese pear tree and to Birdworld.

Each week a new viral is running on the Insurance Balls dedicated website, in emails to 20,000 subscribers on the Insurance Divisions database as well as in page advertising within each of its insurance industry publications. The virals and adverts will focus on getting readers to visit the Balls website and are set to receive over 250,000 viewings.

Commenting on the campaign, Neil Johnson, Director of Lamb, said: Charity income is being hit hard by the current economic conditions so we aim to generate more than just ticket sales for the Ball. We hope that the campaign will draw in potential supporters and some who may choose to donate rather than attend.

We also wanted the campaign to have a fun element which would draw viewers repeatedly back to the site and show clearly the difference their donations can make.

Simone Broadhurst from Incisive Medias Insurance Division, commented: Lamb came up with a strong idea for the campaign and our team relished the opportunity to get involved. The Ball is both an important insurance industry event and a chance for our sector to support important and worthy causes. We hope the campaign encourages many of its viewers to support the vital work of The Childrens Trust.

For more information see www.thechildrenstrust.org.uk.

Lambs previous viral campaigns have included the Christmas Pud Appeal for homeless charity Crisis UK which won a prestigious Excellence Award from the charity magazine Third Sector for best use of digital media.

Category: Nonprofits & Activism

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