Comic Relief's 40th anniversary campaign drives £750K through multi-channel innovation

Goals

In celebration of Comic Relief's 40th birthday, Amazon and Comic Relief unveiled the "Doorbell Comedy Club," a campaign that was as unexpected as it was impactful. Rooted in Comic Relief’s founding belief that laughter can be a force for change, the campaign turned everyday moments into meaningful ones by transforming British doorsteps into miniature comedy stages, ultimately achieving £750,000 in sales.

The campaign brought an inventive twist to the traditional Red Nose Day experience by embracing a platform few would associate with comedy: home security. With over 11 million doorstep videos shared on social media, Brits have long been capturing spontaneous, often hilarious moments via their Ring video doorbells. This insight sparked a bold idea: what if these doorsteps became stages?

That’s how the “Doorbell Comedy Club” came to life. In honor of the anniversary, Amazon, Comic Relief, and the Amazon Ads Brand Innovation Lab brought together top comedians, influencers, and everyday people to celebrate the enduring power of knock-knock jokes. The campaign revived one of the world’s oldest joke formats, with comedian Guz Khan coaching an Amazon driver in the art of delivering punchlines, all captured through real Ring footage.

Eight influencers joined the movement, filming original skits using their own Ring devices and calling on the public to share their best jokes. The digital experience was extended across Ring’s app, blog, and social channels, surprising users with a mix of humor and opportunities to give back. At the same time, comedian Catherine Bohart squared off in a knock-knock joke battle with Alexa, merging brand storytelling with humor across social video and audio ads.

Approach

Beyond the laughs, the campaign delivered a clear call to action. For every Red Nose purchased through the Comic Relief Brand Store on Amazon.co.uk, a portion of proceeds went directly to the charity. The store became a central hub where customers could shop, donate, and access exclusive comedy content, all while supporting the fight against poverty.

This fusion of commerce, entertainment, and purpose struck a chord with audiences. According to Amazon’s Higher Impact study, 67% of consumers said they are more likely to support brands that contribute to causes they care about. The campaign responded to that sentiment directly, placing donation prompts and Red Nose Day merchandise right alongside the laughs.

Amazon Ads Brand Innovation Lab ensured the campaign showed up across multiple platforms. From Prime Video ads and Fire TV placements to a robust social media presence, the campaign was impossible to miss. The #RedNoseDay hashtag drove user-generated content, inviting the public to take part and turn their doorsteps into platforms for generosity.

“We were thrilled to work with Comic Relief, Amazon's various channels, and comedians around the U.K. to bring laughter and hope to so many people, while aligning with the values that mattered most to our customers,” said John Boumphrey, U.K. Country Manager at Amazon.

Rebecca Yeoh, Partnership Manager at Comic Relief U.K., agreed that the campaign was a positive way to work towards a better future.

"We really enjoyed working with the Brand Innovation Lab team at Amazon and always found their approach imaginative, thorough, and reactive to our brand’s needs," Yeoh said. "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. The result is creative and engaging content with clear CTAs across multiple platforms, giving Red Nose Day 2025 more visibility to Amazon’s customers."

Results

In the end, “Doorbell Comedy Club” didn’t just open doors. It opened wallets. By hijacking an unexpected platform, turning delivery drivers into comedians, and encouraging people across the country to deliver their own punchlines, the campaign reminded the nation that sometimes, the best delivery is one with a joke and a purpose.

This innovative approach to fundraising and awareness not only met its financial goals but also set a new standard for how brands could work with charities to create impactful, engaging campaigns that resonated deeply with consumers' values and desires for authentic brand interactions. The Amazon Ads campaign reached 32.2M impressions and delivered £750K in sales, with standout performance on Twitch (0.18% clickthrough rate (CTR)) and Fire TV (0.23% CTR).¹ Amazon DSP display ads drove the highest impact with 17.8M impressions and £506K in sales, achieving a return on ad spend (ROAS) of £8.16 (3x benchmark).² Brand Lift Study showed positive results with +2ppt in awareness and +3ppt in purchase intent, performing best with male audiences 35+.³

The “Doorbell Comedy Club” turned every British home into a potential stage for laughter and giving, proving that even in the digital age, the power of community and shared purpose could create waves of positive change.

Sources

^1–3 Internal, Amazon, 2025.