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Innocent have just launched their new Rabbiting On campaign aimed to drive smoothie sales in the early part of the year.

In line with the TV and press advertising, Soup produced the online component of the campaign: a microsite which features a bunny with a lot of questions, all of which are answered by innocent. On the site you can upload your own question which will then be answered by one of the innocent team. The best questions make their way to the front of the site and already there are some rib ticklers:

Innocent drinker: When will my baby come out?

Rabbit sage: When it's ready. Maybe in a disco or similar entertainment venue.

The digital aspect of this campaign continues to build on innocent's energetic and positive use of UGC and their ongoing engagement with their customers. The site is fun and uplifting at a grey time of year and we're really enjoying following the wise musings of innocent, and the excellent questions it is posed.

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Soup delivers cutting edge brand and user experience for virginmoneygiving.com

Soup, Online Agency of the Year at the Gramias awards worked with Virgin Money to deliver a cutting edge solution to their new online fundraising website Virgin Money Giving (virginmoneygiving.com). Soup worked closely with the Virgin Money marketing team to design and create a highly functional and intuitive brand and user experience for charities and fundraisers alike.

Fundraisers can personalise their pages, send out email alerts and manage the different events they might be taking part in. Users will be able to include their own content, photos and links to their page and will be able to customise messages for their supporters. Fundraisers will also be able to link their page to social networking sites.

Virgin Money Giving is a not-for-profit fundraising website, dedicated to helping charities and fundraisers raise more money for good causes. Virgin Money Giving, which is now open to all fundraisers for all charity events, will provide a further boost by covering operating costs only. For every £100 million raised, an extra £5 million could go to good causes.*

Virgin Money has invested over £3million in the launch, using its experience as a financial services business to build the hi-tech website. Virgin Money Giving ensures card payments are processed as securely as possible and offers charities state-of-the-art reporting tools to help them maximise the efficiency of their online fundraising efforts.

Nick Thompson at Soup commented: “At Soup we are passionate about creativity and passionate about results. Working with such an innovative brand on such an exciting and innovative project like Virgin Money Giving was both challenging and ultimately rewarding. Not only is it designed to make the most of people’s efforts for good causes, like other Virgin startups we have worked on over the years, it aims to challenge convention and make something better. That’s something we’re very proud to be part of.”

James Potter at Virgin Money Giving commented: “Virgin Money is using its infrastructure and expertise as a financial services business to ensure that the new service is efficient, secure and offers a high quality service to all fundraisers, charities and donors. Soup were great working alongside the Virgin Money team – delivering a strong creative solution, bang on brief and to very tight deadlines.”

virginmoneygiving.com, which is free for fundraisers, charges a flat £100 + VAT registration fee for charities and a 2% fee on all donations before Gift Aid which means for every £10 raised charities receive £12.46. It is the official sponsorship website of the Virgin London Marathon, Royal Parks Half Marathon and Sony ‘Run to the Beat’.



*Based on an average donation of £10 made on a Visa debit card with gift aid reclaimed.

The Soup Xmas bells was 2009’s Christmas offering, a simple idea aimed to show how online activity can drive offline activity.

The mechanism was powered by an Arduino Duemilanove micro-controller linked to eight individual central locking motors. These, effectively, replace your bell-ringing hands, and rock the bells for you.

All of this is linked to a front-end flash application for users to write and record their own Christmas jingles. Once recorded the tune is placed on the play-list and you can sit back with a mince pie and watch the bells ring out 20 seconds of your musical genius via the live webcam stream.

To spread the word we emailed to a warm list to begin engagement and then focused our attention on Twitter to spread the word. By the end of the first day we had a strong following and some very noisy bells!

We had been highlighted in blogs and on bannerblog. Then a keen follower spoke to Lauren Laverne about the bells, and she tweeted and talked about them live on air - which prompted Heart FM to have a go… And the bells got very loud again.

The Soup bells were received extremely well by our friends and clients, all of whom really got into the spirit of it. To the people who blogged or spread the word tirelessly, we sent a miniature bell right to their desks. The people who received the bells  Twittered their thanks with pictures, bringing everything full circle.

We’re delighted to report that Soup have been appointed to redevelop the home page and the product page of the Twinings website. The project has been planned around a two phase approach, which began with the redevelopment of the home page. One of our key considerations was that the site design of the home page needed to complement the existing site content pages.

The new home page celebrates the rich Twinings heritage. It builds on the quality of the brand yet remains subtle in style and is flexible to new and developing products. The visual approach summarises the brand with more immediacy and works to allow people to access all elements of the site easily. We have improved the navigation header and sign posting, and created a sliding promotional slideshow area to showcase the range and variety of teas, content and offers. We have also enhanced references to the blog, monthly promotions, newsletter sign-up, and the Twinings shop in The Strand.

Twinings have engaged Soup to continue work with them moving forwards to develop the website and manage their eCRM programme.

Soup have also been working with Twinings on a sampling campaign for their range of infusion and green teas, encouraging customers to register for two free teabags from choice of sixteen.

The creative treatment of the campaign, registration and thank you pages compliments the infusions sampling TV campaign developed by AMV BBDO using the Discover the Art of Tea theme. Our design team have developed an illustrated flash animation for the campaign page to represent the beautifully refreshed feeling and the cloud of fragrance that you get when drinking infusion and green teas. We have really reflected Discover the Art of Tea theme throughout the creative design treatment of the pages, and we’re delighted that the client is so pleased with the effect that we have achieved.

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