Transporting and Educating Viewers With Interactive Whimsy
Tasked with helping to tell the story of beauty, sustainability, and stewardship of the land at The Ticonderoga Mill — the magical site where Accent Opaque is produced — we partnered with Structural Graphics to create an interactive 3D storybook mailer that brings this three-part story to life through augmented reality.
A Well-Loved Brand with a Hidden Story: Its Magical Location.
Many people love Accent Opaque, but few, even International Paper customers, are familiar with where the paper comes from or how it’s produced. We designed this pop-up storybook-themed dimensional mailer to help uncover an important part of the story: the natural resources that make Accent possible, and how International Paper is stewarding them for generations to come.
This interactive mailer connects International Paper's commitment to sustainability with the mill’s beautiful natural surroundings in the Adirondack State Park. We deployed it as part of an account-based marketing campaign, strategically targeting key accounts to secure a meeting for International Paper sales reps to "talk about Ticonderoga".
Augmented reality transports you into the story.
Trekk Graphic Designer Alison Weust, inspired by whimsy and childlike wonder, wanted to stay true to the storybook feel of Ticonderoga Mill while giving this piece staying power, so she added several playful elements, such as paper-craft figurines that can be moved around the scene and video footage of the mill that recipients can unlock by scanning each panel using the IP4D augmented reality app.
"I like creating designs that are as custom as possible for our clients. It all started with the form factor from Structural Graphics. How do we augment it and add customization? We didn’t just stop at the AR. We took it as far as it could go. This speaks to our goal of pushing the technology to make it the most functional and effective piece possible.”
— Alison Weust, Graphic Designer
The Ticonderoga Mill Storybook Mailer stood out from the crowd with its interactivity and innovative use of augmented reality. Here are the awards this piece has taken home so far:
- Communicator Awards of Excellence: Marketing/Promotion — Direct Mail and Mobile — Best Use of AR
- Gold Muse Creative Award: Strategic Program — Interactive Brand Experience
- Platinum Hermes Creative Award: Print Media Advertising — Direct Mail
- Gold Gold Ink Award: Commercial Printing — Direct Mail
- Platinum dotCOMM Award: Digital Marketing & Communication — Interactive Brand Experience
- Platinum MarCom Award: Print Media — Direct Mail
- Gold Davey Award: Design and Print — B2B Direct Mail
- Visionary Summit Emerging Media Award — Engagement/Experiential
So, how many users have taken advantage of this opportunity to hear the call of the wild and experience the story that lives within Ticonderoga Mill by downloading the IP4D AR app? International Paper had over 1,200 new IP4D downloads immediately following the launch of the campaign.