Canada Post hosts an annual direct marketing conference called: Think Inside the Box. It's a free event for Canadian marketers. We know this well informed segment receives a lot of event invites, so we needed to show them something new.
For 2013, the theme was Mad Marketing, or MaDMarketing. That brought my partner and I to a 'mad science' space. We came up with a number of science based concepts, but our favourite was the invite that transformed from a flat invite into a pop-up microscope.
From the outside, the invite looked like a section of whiteboard. As the recipient opens the piece, they see a page from notebook with information about the event, as well as other laboratory items, including a high-security access pass. The final reveal opens to the pop-up microscope, complete with a magnifying lens, highlighting the event details. The ocular of the microscope is a removable webkey that takes the user to the event's registration page.
The mailing was a complete success, with over a 1 in 4 response rate. We were contacted by Direct Mail magazine, who wanted to feature the invite in their publication -- expanding our invite base by over 17,000 impressions.
This piece won 2 silver 2014 Communicator awards.
Client: Canada Post Corporation
Objective: Create an invitation for a Canadian marketing conference
Target: Canadian marketers
Media: Direct mail
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