To educate business owners about Canada Post’s Smartmail Marketing. Specifically, to highlight the importance of physicality, data and connectivity and the critical role of direct mail in the overall marketing mix.
Business owners are busy, and getting in touch with them can be tough. So we decided to get their attention by showing them something they see every single day: a notification badge. To show the benefits of Canada Post’s Smartmail Marketing, we adhered these notification badges to the corner of mailboxes, creating something physical that is hard to ignore.
Each card has a personalized message and custom link on the reverse side, demonstrating the data capabilities of Smartmail Marketing. When the business owner visits the custom link, they will be surprised to see their own website but with a Canada Post overlay. The overlay states they can convert more traffic to their website using SmartMail Marketing. And we just proved it.
This was our submission to the 2017 National Advertising Challenge. You can see the full brief here.