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Mosquito Netting
June 2013

Mosquito Netting (Rocket Hub)

Per capita, Winnipeg has the largest cottage-owning population in Canada. And Winnipeggers love their internet as much as their cottages. But, they’ve never been able to enjoy both at the same time, as Manitoba cottage country is too remote for traditional internet.

To raise awareness of the Rogers Rocket Hub, a portable hi-speed internet solution, Winnipeggers were targeted with direct mail just before the first long weekend of cottage season.

With a little research, it was discovered that Manitoba is known as the “mosquito capital of Canada”. Winnipeggers then received a self-mailer wrapped in real mosquito netting.

By using real mosquito netting, Rogers was able to differentiate their self-mailer from everything else in the mailbox. An intriguing visual and tactile experience that tied directly into their offering: portable internet you can take to the cottage.

We exceeded the call volume of our previous communication by 200% and our netting piece pulled in an impressive 50% lift over our control piece in market at the exact same time.