The ‘Babybel Yourself’ mobile web app used industry-leading facial recognition, image morphing and cutting-edge browser-based technology. Users could share their interactive cheeses on Facebook, Twitter, email or download a snapshot. The shared cheese would link back to the live interactive character, so friends could tap, tickle and poke it – all from the mobile device on which they received the link. Custom touch gestures provided rich responses, elevating gamification to a new level. The more you interacted with it, the more the cheese reacted. Responsive HTML adapted to multiple digital platforms allowed users to ‘Babybel Yourself’ regardless of device type.

We shook up the way our audience used mobile and provided a completely new and highly immersive experience. And with exceptional image morphing and hardware-accelerated graphics, it was a best-in-class demonstration of the very latest, innovative technology.

This campaign has gone beyond all expectation and has already been crowned our most influential partnership with Comic Relief in 15 years. So far, we've achieved:

• 72,427 site visits

• 19,045 Babybels created

• 751 Babybels created via digital out-of-home activity

• Over 15 million media impressions

• Over 41,000 clicks from media

• Over 4,800 Babybels shared

• +5% sales increase vs. forecast

• Brand growth +42% vs. 2014

• £150,000 donations from pack sales to Comic Relief with an additional £20,000 attained from ‘social share’ donations

The campaign is live until 19.04.15.

Our challenge was to develop a memorable and cutting-edge mobile experience to leverage the longstanding partnership between Babybel and Comic Relief. We needed to drive penetration under their new theme, ‘Make your face funny for money.’

Babybel, traditionally associated with wholesome fun, needed to be fresher, funnier and more relevant to resonate with the ‘tween’ audience – without alienating children and parents. Tweens are likely to have phones but aren't necessarily given access to the native app store, so to overcome this we challenged ourselves to completely push mobile web browser technology.

‘Babybel Yourself’ turned selfies into custom, interactive cheeses with a choice of audible laughs. We deployed the power of laughter since research showed that sharing laughs with friends is a significant driver of peer-to-peer behaviour. And because laughter is infectious, it’s perfect for an immersive mobile experience with sharing at the root of its fundraising initiative.