Pretty sweet ambient campaign, basically Gap introduced a new program which allows consumers to buy products that if they later go on sale they’ll get paid back the difference in cost. That is a very rewarding experience indeed. But as a visual campaign they flip the famous Gap Brand and so to it’s shopping experience: and that’s just cool in itself. The premise though creates buzz and forces people to ask questions as to why things are different, with the payoff being the kickback in convincing people to spend more upfront and to save later it is not quite a soft sell or a hard sell its more like pay more for a product that will be cheaper later. But in a nice way . I think it’s a simple strategic plan that can only help raise awareness of their newly launched program, and it doesn’t hurt the brand’s presence because it comes off witty and unique, although if this was done any other way people would just think their paying more for product that should cost less.

Advertising Agency: Cossette, Vancouver, Canada
Creatives: Bart Bachelor, Bryan Collins, Rob Sweetman
Producer: Wendy Moriarty
Account Management: Bianca Knop, Nadine Wilson
Aired: November 2009

.
.
.