Experiential Activation:
The Phygital Road Show
Canada Post’s direct mail business continues to decline as marketers increase their spend in digital channels. This mobile science expo positioned the physical qualities of direct mail as essential to an innovative, post-digital take on marketing.
The Phygital Road Show demonstrated the power of integrating physical and digital media through a series of immersive, tangible experiences.
I put my heart and soul into this one, from the name and concept of the entire show to the ideas for each installation and the copy on all the marketing materials and signage.
A hyper-local ad campaign invited marketers to explore “the future of marketing” at three agency-rich locations in Toronto.
Through a series of engaging, hands-on experiences, participants discovered just how effective direct mail can be, both on its own and in conjunction with digital media.
A neuroscience experiment measured the brain’s real-time reactions to physical and digital media.
An inspiring touchwall showcased the artful textures, finishes and possibilities of direct mail.
A touch-triggered display delivered research findings about the effectiveness of direct mail.
Results
The event was a smashing success. Attendance exceeded expectations by 180% and requests for a sales follow-up exceeded the objective by an astonishing 360%.