The primary objective of this message was to support our client retention activity. In the current economic climate, client retention has become increasingly important as new business opportunities become scarce and competitors step up their activity aimed at our existing clients.

Christmas messages are now frequently communicated by email, often with the use of video to view. It is the combined use of video, Flash and interactive narratives in the RMG Christmas wind-up that makes it so innovative. The opportunity to click on different characters with a non-linear outcome created a much higher level of engagement. There was also a clever integration of the database and data capture facility.

The use of wind-up toys in a digital format was both fresh and highly engaging.

The unique page views were 300% higher than the original mailing volume. Each recipient referred the email to an average of approx 2 further people, expressing a high level of enjoyment in the content.The dwell time on the page was high (approx 3.5 minutes), suggesting that each visitor to the site played the game at least once, if not twice. This represents a very high level of engagement for a Christmas card.All 3 charities were pleased to receive their donations, which totalled over £1000.