Canada Post seeks to commercialize Fetch
By Adnews Staff
Canada Post has concluded its test of its new Fetch service and has decided to evaluate alternatives to commercialize the program. Fetch 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. Canada Post began a three-month test of the service in Calgary eleven months ago. Fourteen participating advertisers added a special symbol and keyword to their magazine, billboard, television, radio and online ads. Consumers used these keywords to request more information through a toll-free number, a text message or a website located at <http://www.fetch4.info>, thereby shielding their identities from the advertisers. The service was developed by Canada Post over three years in association with Sun Microsystems, Pulse, Impact Mobile, CGI and Innovapost. "The acceptance of this totally new service and the results told us that we have developed a broad service that met the real needs of advertisers and consumers," said Warren Tomlin, Canada Post's lead on the service. "The business plan and in-market results that we have developed provide an excellent foundation and proof point that will make it attractive to a number of investors."