Xclamation Marketing will deploy several teams in selected transportation hubs to engage with OPUS card members.  An incentive is offered to participants of a quick survey.  The campaign will be operated from the months of October to December of 2010.

Xclamation Marketing’s Shopper Converter Squads are specifically trained for data acquisition while delivering dazzling brand interactions to the target audience.

Although we can now look back on the Huggies^® Little Movers program and smile, I must admit we’ve seen our share of stressful moments and unforeseen obstacles. When we finally received the formal “GO!”, I instantly stared at my production calendar with a look of “I want my mommy”. We had very limited time to fabricate the exhibit components, finalize the recruitment and training of the Shopper Converters™ and simply getting it done! This literally translated into countless hours and back and forth trips across the country by my colleagues and myself to make sure all bases were covered.

The first Huggies^® Little Movers mall events were simultaneously launched on time across Canada. I witnessed the initial moments of a Vancouver mall event and examined the first shopper interactions of the program. Parents, children and parents-to-be approached the installation and interacted with our Shopper Converters™. The children played happily with toys while their parents discovered the new Huggies^® Little Movers in a fun and engaging way. I took a moment to sit back… catch my breath… and convinced myself that everything was now perfect. Ha! Who was I kidding? I knew very well that experiential campaigns are full of surprises and it was just a matter of time until I had a crisis to handle or another bunny to pull out of my magic hat. You know what I mean? No? Well let me share just one magic hat story.

Our program required many simultaneous teams to work with different equipments and setups. We had up to 14 teams working across Canada in malls and retail stores. We shipped exhibits from one region to another to accommodate a challenging event calendar. One glorious morning, our Toronto Team Leader called me up to inform me that she had received part of an exhibit. The transporter had miraculously lost important sections of a mall exhibit! Although we had planned back-up materials, the missing pieces were evidently in the “do not lose” category. I hate Murphy’s law! This required our exhibit fabricators to work around the clock to produce new materials in Vancouver and get them to Toronto in record time. The shipment of new materials was received on event day, at the mall, just of few moments before the show. (Sigh of relief)

So mix in the crazy anecdotes, the 6 am conference calls and late flights, add 321 event days in a 12 week calendar, then pour in over 6,000 baby pictures and personalized consumer emails, and you have the basic recipe for our Huggies^® Little Movers program. Like any national campaign we work on, we kept our head down, worked hard and never slowed down!

Xclamation Marketing is comprised of mad strategists, project managers, coordinators and creative minds. We are a team of devoted hardheads. We are addicted to crazy marketing and the work it summons. We are Shopper Converters™.