As SXSW Sydney makes its grand return to the iconic harbour city for its second edition this October, one experience is already generating buzz: Intuit Mailchimp’s multi-dimensional “Email is Dead” exhibit.
Taking centre stage at Tumbalong Park from October 14-20, B&T got a first look this morning at the immersive journey that delves into the cultural, personal, and business impacts of email, challenging the notion that the inbox is a thing of the past.
Building on the success of its 2023 debut at London’s Design Museum, “Email is Dead” invites visitors to explore how email has not only shaped societal norms but has also become an indispensable tool in both our personal and professional lives. The experience, crafted by Intuit Mailchimp’s creative agency, Wink Creative, in collaboration with Studio Messa, takes attendees through a sensory exploration of email’s history, present, and AI-driven future.
“Email is anything but mundane,” said Michelle Taite, chief marketing officer at Intuit Mailchimp. “It’s a deeply personal, universally connecting force that has shaped our world for decades. With this experience, we invite visitors to explore the eternal influence of the inbox and celebrate email’s past, present, and AI-powered future. Is email dead? Not even close.”
A Sensory Journey Through the Inbox
The “Email is Dead” experience offers a unique opportunity for attendees to step inside a life-sized inbox and witness the evolution of email—from its beginnings in the 1970s to its futuristic transformation. Visitors will interact with various elements, including a predictive email personality machine that analyses communication traits and an opportunity to send an email to their future selves.
“Email seamlessly integrates into our lives, and we often don’t think about it. But it touches everything—our personal lives, our businesses, and the future with AI. We wanted to explore questions like, what does email smell like? What does it sound like? These are unusual questions, but they made sense to us when we thought about the cultural significance of email,” said Trey Wadsworth, creative director at Intuit Mailchimp and one of the masterminds behind the experience.
Attendees can expect to be inspired by life-altering emails on display, such as job offers or milestone business deals, as well as expert predictions on how email will continue to evolve.
Global Vision with Local Relevance
Australia, where email marketing thrives with engagement rates double the global average, plays a significant role in the exhibition’s localisation. Anthony Capano, regional director for Australia and New Zealand at Intuit Mailchimp, spoke about email’s enduring impact in the region.
“Email is a big business in Australia. Despite being around for decades, email marketing remains an extremely valuable channel locally, where it works better than in any other region, even with the rise of other marketing channels like social media. Following the fantastic reception of our ‘Email is Dead’ exhibition in London, we’re thrilled to bring that same excitement to Australia. We can’t wait to connect with this audience and provoke conversations about the long-standing and personal relationship we have with email as a communication medium and powerful tool for innovation,” Capano said.
Studio Messa, renowned for its experiential marketing, ensured the experience resonated with local audiences by incorporating cultural nuances.
“At Studio Messa, we love the opportunity to take international campaigns for global brands and reimagine them for the local Australian market. For SXSW Sydney 2024, we redefined every element of the ‘Email Is Dead’ campaign to resonate with local audiences, ensuring the experience delivers an elevated moment for the brand in Sydney. We’re introducing some exciting digital elements, including an email personalisation machine based on users’ unique communication traits, and an opportunity for attendees to send an email to their future selves. With our insights from producing previous successful campaigns at SXSW Sydney 2023, we’ve crafted an experience that’s immersive, thought-provoking, and distinctly Australian. It’s a testament to what can be achieved when global vision values local relevance,” said Peter Pengly, CEO at Studio Messa.
Beyond the Experience
To complement the immersive “Email is Dead” journey, Intuit Mailchimp is hosting several additional events throughout SXSW Sydney, including a breakfast networking event, a coffee cart for attendees, and a cocktail hour where marketers can see the power of personalisation come to life.
For those attending SXSW Sydney, this is an opportunity not just to reflect on the cultural power of email but to witness its future unfold in real-time.
“Email is Dead” is open to visitors at Tumbalong Park from October 14-20, and will challenge perceptions of one of the most enduring communication tools of our time.
