Proximity sent 3-D glasses to 3,000 of the UK’s top advertisers, issuing a challenge to each recipient to add another dimension to their integrated campaigns. Each mail piece contained a personalized URL.
“The Web site greeted them by name and introduced a beautiful 3-D film to dramatize the concept of two coming
together to stunning effect,” says Duncan Gray, executive creative director, Proximity London. “Even the bespoke soundtrack was engineered with innovative recording technology to provide a 3D audio experience.”
The campaign had a 46% click through rate and 16% of recipients completed registration for follow-up by the Royal Mail sales team.