Canada Post begins Fetch trial in Calgary
By Adnews Staff
Canada Post began testing a new service called "fetch" in Calgary yesterday. The service is designed to allow viewers of advertisements to request more information from the advertiser while remaining anonymous. The intention is to shield users of the service from invasive forms of marketing and give consumers more control over how they interact with advertisers. During the test, participating advertisers in Calgary will add a "fetch" symbol to their magazine, billboard, television or online ads. Radio ads will be tagged with a "fetch" sound. A keyword will appear next to each symbol. Consumers can use these keywords to request information via the service through a toll-free number, a text message or the website <http://www.fetch4.info>. In this way, the advertiser will not have any direct contact with the consumer or knowledge of the consumer's identity. "Consumers told us that the invasiveness of some marketing tactics prevented them from taking advantage of what they recognize as valuable information," said Warren Tomlin, director of marketing and multi-channel product development at Canada Post. "Consumers want control over the ads and offers that come into their lives and 'fetch' provides this. As well, advertisers know the huge value of sending a message to someone who has asked for it." The "fetch" service was developed by Canada Post over three years in association with Sun Microsystems, Pulse, Impact Mobile, CGI and Innovapost. Advertisers participating in the Calgary test include Shoppers Drug Mart, Safeway, Telus, Domino's Pizza, Royal Lepage Benchmark, Royal Lepage Pinnacle, Royal Lepage Foothills, H&R Block, Whiskey Nightclub, Mynt Ultralounge, CitiFinancial and Pointe of View Development. If successful in Calgary, Canada Post plans to take the service national.