When Walking With Dinosaurs first aired in 1999, it revolutionised documentary storytelling. To celebrate the relaunch of the series in 2025, we brought that same pioneering spirit to an email campaign for BBC Studios. Pushing the boundaries of interactive email design, we created an immersive archeological experience where subscribers could become explorers, excavating fascinating facts and igniting their own excitement for the upcoming series.
We created an immersive, discovery-led email experience introducing the six main characters of the series, sparking curiosity and driving clicks to the core series page. Through interactive dig elements, dynamic fact files and layered storytelling, users were guided to unearth information about each dinosaur, echoing the show’s archeological focus and building excitement for the launch.
This campaign delivered exceptional engagement across all three segments of BBC Earth subscribers: Engaged, Lapsing and Lapsed. For each, the open rate and CTR surpassed comparable campaigns sent in the same period, and overall performance exceeded that of the BAU newsletter. It also garnered industry attention. Ben and Conor, the creative and coding brains behind the campaign, were interviewed for Flicemail’s YouTube series, and the concept earned a glowing review on EmailLove.
