First Canadian company to win under the Creative Data category
CALGARY, June 24, 2016 /CNW/ - Earlier this week, Mark's (@MarksCanada) was recognized as a world leader in innovative, real-time marketing by being awarded a Bronze Lion under the Creative Data category at the Cannes Lions awards in France for The Colder it Gets campaign. From a pool of more than 715 submissions, 73 made the shortlist and Mark's took home third place.
"Innovative and forward thinking is what we strive for every day at Mark's. The retail and marketing world is always evolving and we know we need to constantly change the way we think, so we can continue to move forward and make an impact," said David Lui, Vice-President of Marketing, Mark's. "As a key partner, Touché, our media agency of record, understands our brand and they delivered a level of creative thinking that brought The Colder it Gets campaign to life."
As a retailer who prides itself on outfitting Canadians for everyday life in Canada, The Colder it Gets campaign was a perfect way to get shoppers out of their homes on cold winter days. The fully integrated campaign partnered directly with The Weather Network to provide real-time data showcasing the temperature in each city. The daily low was converted into the discount for the day which provided customers a store-wide sale based on the weather temperature outside. For example, a minus 18 degree day, meant customers would receive 18 per cent off everything in-store.
The campaign was promoted through digital and social channels, out of home signage including digital transit shelters and digital billboards, as well as in-store digital signage to showcase the day's discount.
"This award is a huge honour for us and we couldn't be more excited to take home Canada's first Lion in the Creative Data category."
Part of the Canadian Tire family of companies since 2001, Mark's provides Canadians with apparel and footwear for everyday work and everyday living by focusing on a core business of developing durable, high quality and comfortable items for casual and industrial applications. Mark's, known as L'Équipeur in Quebec, is one of Canada's most trusted retailers, with 380 stores across the country. For more information, visit www.Marks.com.
Image with caption: "Mark's (CNW Group/Mark's)". Image available at: http://photos.newswire.ca/images/download/20160624_C6444_PHOTO_EN_721580.jpg
For further information: Christina Bullock, Manager, Communications, Mark's, 403.613.3841, [email protected]