2016 Flèches d’or Gala: Atypic Wins Three Awards

May 6, 2016

Montréal, May 6, 2016 – At last night’s Flèches d’or Gala, an annual event that celebrates the best relationship marketing campaigns in Québec, the Association du marketing relationnel (AMR) honoured Atypic with three awards: the Best Social Media Campaign Award (across all categories) for Amnesty International’s #FREERAIF; the Best Digital Campaign Award (across all categories) for Wapikoni mobile’s emergency fundraising campaign, and the year’s “Prix de la relève” award for Mélissa Croteau, a telemarketing project manager with Atypic.

“Created through the recent merger of Tactic direct and Atypic, the new Atypic is extremely proud to have received these honours at the Flèches d’or Gala,” stated Atypic President Pascal Lépine. “Our team successfully put its talent and creativity to work for Amnesty International and Wapikoni mobile, garnering greater public visibility for their respective causes.”

“We are especially honoured to see that these two campaigns, which we custom-tailored to meet our clients’ needs, were recognized by the competition’s talented, experienced jury,” added Roger Gaudet, President of Atypic’s Board of Directors.

Mr. Lépine also wished to recognize the work of Mélissa Croteau, who received the year’s “Prix de la Relève” award. “This honour speaks to the strength of our team. I would like to congratulate Mélissa and to thank her for putting her telemarketing skills to use for our clients.”

Best Social Media Campaign Award: Amnesty International’s #FREERAIF

Developed in record time in response to an emergency situation, this Web mobilization campaign was initiated to save the life of blogger Raif Badawi. The online petition called for the authorities to waive the punishment awaiting Raif, who had been sentenced to 1,000 lashes, and to free him unconditionally so that he could rejoin his family, who had taken refuge in Québec. Thousands of people answered the call and helped spread the word, boosting Amnesty’s legitimacy and impact in influencing political authorities. The campaign also helped create a powerful wave of sympathy for Raif. The fact that 80,000 Quebecers now consider a Saudi blogger to be a fellow citizen and are impatiently waiting for him to arrive at the Montréal airport is probably the campaign’s greatest achievement. To learn more, click here.

Best Digital Campaign Award: Emergency fundraising campaign for Wapikoni mobile

Wapikoni mobile and Atypic launched an emergency fundraising campaign to prevent the forced cancellation of the organization’s training and audiovisual creation workshops, even though they were acknowledged to be making a significant contribution to the professional development and sense of identity of thousands of First Nations youths. For this campaign, network mobilization, the precision of the messages sent out and the platform’s ease of navigation proved to be crucial. Wapikoni Mobile was also able to join forces with a major donor willing to match the funds collected from the general public. The organization ended 2015 with gross revenue of $100,000 from the campaign, doubling its objective. To learn more, click here.

About Atypic

Atypic enhances the impact of plural sector organizations and helps ensure their long-term future. We’re a one-stop shop for everything organizations need to promote their causes, grow their revenues and take their operations to the next level. For more information:

About the Flèches d’or competition

The Association du marketing relationnel’s Flèches d’or competition recognizes excellence in relationship marketing campaigns by stressing the quality of the strategies used and their conclusive, measurable results. For further details, visit