Xclamation Marketing Wins a 2010 Ex Award

Article by:
Mike Mora
EO Global

Montreal, Quebec, 4 May, 2010 – Event Marketer hosted the 8th Ex Awards Gala at the Hyatt Regency in Chicago on 3 May, 2010. Five hundred brand and agency representatives attended the soiree to highlight the best event and experiential programs of 2009. The gala welcomed the biggest brands and best agencies chosen for their exceptional creativity, strategic concepts and successful campaigns. Awards were distributed within thirty categories that covered “Best Mobile Marketing Program” to “Best Hybrid Live + Virtual Program”. Original and strategic programs that overcame a challenging economy distinguished this yearʼs gala.

EO Montreal member Mario Cloutier's business, Xclamation Marketing, was rewarded with an Ex Award for Best Mall Event Program. Their Huggies® Little Movers national Canadian tour was judged as the most successful, engaging and strategic program of its category. Two other major American agencies were nominated for the same prize for campaigns deployed with Microsoft and Samsung.

Xclamation Marketing deployed several teams across Canada to engage with consumers in high-traffic shopping malls. Parents, children and parents-to-be were invited to discover the new Huggies® Little Movers diaper in a conspicuous installation, replicating the print ad creative. Changing stations offered a much-welcomed hands-on experience with the product while children played with toys in a safe playground environment. Consumers were invited to have their babiesʼ picture taken on a blue screen. The Xclamation Marketing team then incorporated their picture into the catchy new print advertisement, which was sent directly to them via email. Certified Shopper Converters™ also captured valuable consumer data using the proprietary XclaMotionData™ platform.

Retail rollout with participating banners also featured the unique blue-screen experience and a touch-and-feel demonstration of the product. Shopper Converters™ also encouraged sign-ups for the brandsʼ loyalty program Enjoy The Ride Rewards.

This campaign was a true example of well-executed integrated marketing. The Huggies® Little Movers program was drawn by a collaborative effort of several partner agencies across North America. The main communication idea was conveyed throughout every medium and channel by selected agencies.

Xclamation Marketing specializes in Experiential and Shopper Marketing. Its client base spans across the United States and Canada. Their expertise is sought after for connecting mega brands with shoppers inside and out of retail environments.

Nadine DiFruscia, Marketing Coordinator 514.878.0858 ext. 5 nadine@xclamationmarketing.com

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