Imagica, a theme park off Mumbai, engaged audiences through summer with integrated campaigns. While its ‘Badi interesting jagah hai’ TVC continued to air, a digital leg ran parallel, including an e-mailer.
One mailer, which was sent through May, was to specifically promote a magic festival ‘Chhoo Mantar’ featuring magicians, illusionists and others.
The e-mail attempted to simulate a magic act. The subject read, ‘Want to see some magic?’ On clicking, the mail asked the reader to say the magic spell, ‘Chhoo Mantar’. Before one can say it, the content disappears. The message for those who missed it is to head to the Imagica page with more details.
The technology used for the vanishing e-mail – Fade.li– was developed in-house at Sideways, informed founder Abhijit Avasthi.
He also confirmed that against an average open rate of 1.5 to 2 per cent for e-mails sent by Imagica, this e-mailer campaign witnessed a 7 per cent open rate.
“It just shows what the right creative (message) can do even with an e-mail,” observed Avasthi, while discussing the brand fit with the ‘vanishing act’.
Harjeet Chhabra, CMO, Imagica, outlined that the season’s activities were promoted with multiple thematic campaigns, including magical banners and interactive digital elements.