Equal parts science and inspiration, the Phygital Road Show positioned the integration of physical and digital media as the cutting-edge, innovative way to do marketing.
To put direct mail back on the consideration list of agency influencers, my partner and I conceived and led a disruptive mobile science expo to showcase the power of DM through a range of immersive, tangible experiences.
Project case study (via Publicis)
My partner and I pushed Canada Post out of their comfort zone, creating a vibrant new brand expression to intrigue marketers and live up to the promise of Phygital.
This was a massive, exciting and fast-paced project requiring concurrent direction of multiple agency teams, experiential partners and a neuroscience research firm.
A hyper-local campaign invited marketers to explore the “future of marketing” at three agency-rich locations in Toronto.
Positioning Canada Post as the presenter of the event allowed me to create an eye-popping identity system that subverted expectations, grabbed attention and intrigued marketers.
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.
Interactive displays brought to life and demonstrated research findings about the effectiveness of direct mail.
Results
Canada Post was blown away with the final experience and the event was a smashing success with local marketers. Attendance exceeded expectations by 180% and requests for a sales follow-up exceeded the objective by an astonishing 360%. The event also facilitated social content, was built into sales tools and has been modularized for future road show iterations.