GAP – Be Bright NYC

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Title

Be Bright NYC

Advertiser:

GAP Inc

Year:

2012

Source:

Media Daily News, Grow Marketing

Product Category:

Retailers

OOH Format:

Outdoor, Transit

Country:

United States

Objective:

Build buzz, excitement and engagement around the remodel and opening of Gap’s newest flagship on 34th and Broadway Store in Manhattan.

Target Group:

New Yorkers using the transit system • Potential or existing Gap customers

Strategy and Media Used:

OOH advertising was used (traditional and digital billboards). The campaign’s strategy included a visual takeover of Herald Square with, branded umbrellas, tables, chairs and barricades, street teams handing out free colorful totes and a month of engaging in-store happenings that created window theatre and drew in traffic, including portraits that were simulcast in Times Square, a community art wall and complimentary nail decals and lace changes. Gap also placed the “Be Bright NYC” message on the front of New York MetroCards in October, making it the first marketer to have a presence on the front of the cards. The cards were available in 10 stations based on their proximity to the flagship store and their high ridership.

Results:

  • Sales lift for the 34th Street store
  • Over 10 million impressions via Herald Square branding and Gap windows
  • Thousands of consumers participated in the in-store activities
  • Provided social media fodder