Canada Post: Phygital Roadshow

Summary:

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

180%

over the target attendance objective

The Results

30%

of all attendees participated in the neuroimaging experience

360%

over target in requests for follow-up presentations, meetings, and consultations

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