Augmented Reality App:
Picture Yourself in Cannes
Canada Post wanted to show that direct mail is still a relevant channel for modern marketers. But getting through to this savvy, skeptical audience is tough. The challenge was to offer them something they truly wanted and do it in an innovative way.
Marketers covet awards. So to get their attention, we gave them a chance to win an all-expenses paid trip to the most prestigious awards show in the industry: Cannes.
A premium, gold-embossed direct mail piece was sent to our target audience containing a reversible, oversized backdrop of two glamorous locations in Cannes and five AR markers.
To enter the contest, recipients had to download our AR-enabled app and submit a pic of themselves holding one of our virtual Cannes Lions awards.
The app also contained informative case studies, fun stats and insightful tips on how to do great creative with direct mail.
The integrated nature of the execution demonstrated just how innovative and impactful direct mail can be – especially when combined with digital technology.
Results
Not only was there a 25% conversion rate on contest entry, but 79% of people who downloaded the app engaged with the content. And lead gen goals? Exceeded by 300%.