Alchemy developed an interactive board game that demonstrated and reflected the recipient’s own sensibilities as to how “the customer service game” was changing in the energy industry.
A FedEx package would arrive, containing the boxed game, a game board, game pieces, rules of the game, playing cards, player tokens and more. The nature of the delivery method and the contents of the package practically forced the recipient to pause, take time to consider the contents, and interact with the game in some way…if only to understand what it even was.
Of course, the written messages and overarching concept of the piece contained compelling language and easy channels for the recipient to respond to the call-to-action of our choosing. But the mere physicality of the piece, along with the disruptive delivery method, served to overcome 90% of the barrier to entry: simply getting a power player to pay attention.