COMIC RELIEF | RED NOSE DAY 2025
Doorbell Comedy Club
Comic Relief, one of the UK’s leading charities, has been a beloved part of British culture since its founding in 1985. Each year, its iconic Red Nose Day brings the nation together, collaborating with top comedians and celebrities to inspire donations, while the public joins in by fundraising and wearing red noses. Amazon, the main retailer of the iconic Red Nose, supports the charity in its 40th anniversary, raising donations and spreading the good.
Ring invented the first video doorbell to add security and peace of mind at the front door. But it also captured something unexpected: millions of funny and heartfelt doorstep moments shared online - with over 11 million TikTok videos and YouTube compilations of hilarious clips from Ring cameras.
For Red Nose Day’s 40th anniversary, Comic Relief and Ring turned every doorstep into a comedy club using one of the oldest joke setups: the knock-knock joke.
To drive awareness, we launched a hero film where an Amazon delivery driver is thrown into a chaotic comedy bootcamp with comedian Guz Khan, learning to master the art of the knock-knock joke - all captured through Ring footage.
Spread the Laughter
Amidst a cost-of-living crisis, donating can be a challenge for many. This Red Nose Day, we empower people to spread kindness and awareness - even if they’re unable to make a monetary contribution.
So we invited all Brits to turning every doorstep into a stand-up stage - encouraged them to share these moments with a purpose, spreading smiles and awareness around Red Nose Day. All posts will be reshared in collaborating with Amazon UK and Comic Relief.
We extended the campaign by bringing an iconic door to Amazon Fresh stores and our LHR16 office, expanding the canvas and sparking even more content creation.
Amplify The Campaign
Alexa The campaign was amplified through Alexa, featuring the female comedian Catherine Bohart on a mission to teach Alexa the art of telling a truly funny Knock Knock jokes for Red Nose Day. From audio ads and home screens to a social media video shared on Instagram, we invited everyone to join in celebrating this important day.
On-Box Advertising We also amplified the campaign by branding Amazon delivery boxes in the UK -marking the first time this type of activation was executed in the EU. A total of 250,000 boxes were distributed as part of the initiative, aimed at boosting awareness and reinforcing the campaign message through a high-visibility, physical touchpoint that reached customers directly at their doorstep.
Results and Long-Term Impact
The campaign was a strong success, raising £2.2M in net donations. We delivered 32.2 million impressions across channels including display, Fire TV, Twitch, Prime Video, Freevee, and audio.
Benchmarks
Display ads exceeded CTR benchmarks by 50% (0,12% vs 0,08%)
Fire TV performed 15% above average (0,23% vs 0,20%)
Twitch CTR exceed benchmark by 200% (0,18% vs 0.06%)
Prime Video Ads achieved an outstanding 98.1% completion rate vs 95% benchmark.
As the first EU-led Ring x BIL partnership, the campaign also opened the door to future collaborations.
VOC
We really enjoyed working with the BIL team at Amazon and always found their approach imaginative, thorough and reactive to our brand’s needs. Throughout the campaign, we felt listened to and that using the power of comedy and entertainment to support incredible projects was at the heart of our collaborative work.
-Rebecca Yeoh - Comic Relief
AGENCY \ BRAND INNOVATION LAB, AMAZON