Client: BBC Studios

Client: BBC Studios

BBC Studios Interactive Email Campaign

We teamed up with BBC Studios to create an interactive Doctor Who email, boosting engagement with a 162% increase in click-throughs, 161% rise in click-to-open rates, and high engagement as subscribers returned multiple times.

Problem

BBC Studios wanted help to broaden brand awareness and improve engagement with their existing audience. Our goal was to design and build a Doctor Who email experience that got readers’ attention and kept them interested.

Overview

With Ncuti Gatwa as the new Doctor, The BBC Studios team wanted to generate excitement and boost awareness with a fresh and exciting email campaign. The objective was to attract and educate a broader audience about the show whilst highlighting what they may have missed.

So, to introduce the new series of Doctor Who with a bang, we set out to create immersive content to excite new fans with a few easter eggs for dedicated followers. What better way to take subscribers on a journey than with the TARDIS itself?


Design

Our Design team focused on storyboarding a compelling narrative, and through multiple iterations, developed an experience where readers assist the Doctor by answering three show-related questions.

The email is an interactive TARDIS, three sections of the console are on show, each linking to a question that challenges readers with snippets from previous seasons. When they answer correctly, readers are helping the Doctor reach his destination in time for the latest season.


Development

It was a really exciting email to work on. Our Dev team worked closely with design to craft the journey, and chain together multiple interactive email techniques to bring the designs to life.

CSS animations help guide the user through the questions, time and space – interactive TARDIS doors start the email with excitement, and animations go on to highlight where the reader should click or tap next to progress. The Interactive Checkbox effects crucially highlight or hide different parts of the TARDIS console to indicate to the reader where they are in their story.

It was important that all readers got the same experience, no matter their device, so we included a ‘’View Online’’ option. Not only a top priority for the team, this approach helped us to improve user engagement.


Results

The send achieved triple digit growth across BBC Studios’ click-throughs and click-to-opens. Click-throughs saw a +162% uplift and click-to-open rates increased by +161% compared to their brand average.

The email was a huge hit with subscribers, and not a one-off – we saw a trend of subscribers coming back to the email to relive the experience multiple times.


Client Testimonial

"Action Rocket were an amazing team to work with on this project from start to finish, helping us with initial ideas and creative solutions to any problems we had. Their communication was outstanding throughout. For the launch of the Fifteenth Doctor’s new season, the team created this show-stopping interactive email, which included moving elements, complex coding, and an interactive quiz. We were incredibly happy with the result, receiving praise from internal and external parties and amazing performance metrics too.’” — Eve Rooney, CRM Executive

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Let’s

create

together

Got a project or want to know more about what we do? Drop us a message here, and we'll get back to you.

Let’s

create

together

Got a project or want to know more about what we do? Drop us a message here, and we'll get back to you.