In an increasingly digital world, marketers are using the mail less and less to reach their customers. But Direct Mail is still a highly effective way to get your brand in a customer’s hand.
But how could Canada Post remind marketers that their most efficient advertising medium was the mail? The challenge -- and the fun -- was to make it happen by combining the traditional and the new: Direct + Digital.
We made it possible by mailing the 'Picture Yourself in Cannes' contest to Canada's top advertisers & marketers. To enter, you had to download our iPhone app, then take a picture of yourself against a Cannes backdrop while holding one or more coasters. The app magically transformed each coaster into a Cannes Gold Lion, so our entrants could literally picture themselves winning the prestigious award in the sun-drenched south of France.
At the same time, we presented marketers with some entertaining, salient facts about the efficacy of Direct Mail. Check out the video for the results.