Paper crashes the digital party in a guerilla marketing coup.


Advertising // Public Relations // Social Media

Tasked with finding new fans for North America’s largest producer of free-sheet paper, our expert marketers turned to an unlikely audience: the tech-savvy attendees at SXSW.

In the heart of one the world’s biggest interactive festivals, Domtar’s Paper Hotspot invited the digitally fatigued to unplug from their electronic devices and pick up paper ones. Some read books. Others drew pictures or wrote a kind note. All of them left fully recharged.

Paper Hotspot became one of the most talked-about exhibits at SXSW, earning significant, coast-to-coast coverage in the press and social media.

Doubled brand awareness &
consumer intent to purchase.

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A B2B rebrand with a heart-to-heart message.

Domtar’s attention-grabbing performance at SXSW was part of a rebranding campaign to combat declining paper use, which the company attributed to a growing eco-consciousness. When Mower’s own research showed that digital alternatives played a bigger role than green guilt in people’s reduced appetite for paper, we set out to convert paper detractors by connecting with them personally in unexpected ways to prove that paper has a place in a digital world.

Our message resonated with influencers and buyers, doubling Domtar brand awareness and more than doubling consumer intent to purchase.

P.S. It brought us a little attention, too:

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We turn brands into friends.

A paper hotspot in a totally digital environment? Now that’s unexpected. Using strategies such as generosity, innovation or even unbridled creativity, a brand can surprise and delight prospects and customers by creating experiences that keep them engaged. 

Key Brand as Friend® drivers:

Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.

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