Canada Post

Phygital Roadshow

We created the Phygital Road Show as a series of pop-up events for marketers that positioned the integration of physical and digital media as the “future of marketing.”

A hyper-local awareness campaign featured transit shelter ads near event locations, geo-targeted digital and social ads, and of course, personalized direct mail invitations that encouraged our audience to pre-register for the events online.

The headline exhibit featured a neuroscience experiment in which participants tested their own real-time reactions to both direct mail and digital ads. Using cutting-edge neuroimaging technology, this exhibit demonstrated the powerful effects direct mail has on the brain.

 

Another large highlight was a touchwall that invited guests to see and feel the captivating variety of paper textures and finishes that are possible with direct mail

  • touch-triggered research display

  • interactive deep-dive into postal code data

  • pop-up direct mailer

  • transit shelter ads

The Results

  • Attendance: 180% over objective

  • Neuroscience Experiment Participation: 33% of guests

  • Requests for Information: 51% of guests

  • Opt-ins for Future Communications: 39% of guests

  • Requests for Sales Follow-up: 18% of guests (360% over objective)

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