Old Navy Promo, Case study SUPERMODELQUINS by Crispin Porter + Bogusky Boulder

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Industry Clothing
Media Promo & PR, Case study
Market United States
Agency Crispin Porter + Bogusky Boulder
Associate Creative Director Vivienne Wan
Creative Director Mark Taylor-Tiffany Kosel
Released May 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: OLD NAVY
Product/Service: OLD NAVY CLOTHING
Date of First Appearance: May 16 2009 12:00AM
Entrant Company: CRISPIN PORTER + BOGUSKY, Boulder, USA
Chief Creative Officers: Andrew Keller/Rob Reilly/Jeff Benjamin (Crispin Porter + Bogusky)
Creative Director: Tiffany Kosel (Crispin Porter + Bogusky)
Associate Creative Director: Vivienne Wan (Crispin Porter + Bogusky)
Art Directors: Jennifer Lew/Frances Chang/Courtney Bowditch (Crispin Porter + Bogusky)
Copywriters: Katy Graham/Anna Kate Roche (Crispin Porter + Bogusky)
Interactive Art Director: Jennifer Lew (Crispin Porter + Bogusky)
Interactive Design Director: Pelun Chen (Crispin Porter + Bogusky)
Interactive Digital Artists: Ah-Reum Han/Justin Coombs (Crispin Porter + Bogusky)
Programmers: James Humphrey/Marin Legowieki/Patick Vormittag/Aaron McGuire/Andrew Kennedy/Rya (Crispin Porter + Bogusky)
Director of Integrated Production: David Rolfe (Crispin Porter + Bogusky)
Managing Director of Interactive: Winston Binch (Crispin Porter + Bogusky)
Executive Integrated Producer: Ivan Perez-Armendariz (Crispin Porter + Bogusky)
Integrated Producer: Paul Aaron (Crispin Porter + Bogusky)
Junior Integrated Producer: Sara Payne (Crispin Porter + Bogusky)
Animation Director: Sze Ong (Crispin Porter + Bogusky)
Interactive Technical Director: Scott Prindle (Crispin Porter + Bogusky)
Associate Technical Director: Brian Skahan (Crispin Porter + Bogusky)
Interactive Designer: Matt Walsh (Crispin Porter + Bogusky)
Interactive Director: Jordan Clayton-Hall (Crispin Porter + Bogusky)
VP Group Media Director: Bryant King (Crispin Porter + Bogusky)
Associate Media Director: Todd Alchin (Crispin Porter + Bogusky)
Associate Media Director: Melissa Goodis (Crispin Porter + Bogusky)
Media placement: TV Campaign- 36 Spots - TV - 11 May 2009
Media placement: Microsites- 2 Sites - Iwannabesuper.com, Oldnavy.com/super - 11 May 2009
Media placement: Radio Campaign- 4 Spots - Radio - 11 May 2009

Results and Effectiveness
Within the first 3 months, Old Navy increased communications visibility by 28% taking the lead over Target and Walmart. Advertising spend over this time was consistent with the year prior. A culture of Old Navy coupon sharing was created and fuelled by customers through social media. More than 400,000 coupons were redeemed generating $22,000,000 in sales. After previously experiencing 20 consecutive quarters of decline, Old Navy saw a positive shift in sales performance, in some months growing by more than 15%.

Creative Execution
The SuperModelquins satire celebrity fashion culture through the filter of affordability. This platform now permeates Old Navy’s entire communications ecosystem starting with all 1,100 stores. Television provided the stage for a narrative to develop. Advertising was scheduled episodically, beginning on Thursdays with stories developing through multiple TV executions. This set the backdrop for oldnavyweekly.com which turned boring coupon cutting into a fun, value-hunter destination. Thousands of instore coupons were hidden on a single-page site, liberated by hunting and clicking. These coupons drove customers to the store to get the discount where they’d also see the SuperModelquins in their “day job” modelling clothes. Old Navy Weekly, our printed list of weekly deals appeared as a gossip mag and circular and even making appearances in US Weekly. The platform created new PR opportunities for Old Navy with Supermodelquins snapped next to real celebrities and reported in gossip magazines.

Insights, Strategy & the Idea
Since their launch in 1994, Old Navy offered affordable fashion. But in 2009, affordable fashion was available everywhere including Target and Walmart. After years of slow decline, the business was embarking on a marketing strategy to attract their core customers more often. They needed to win back the women who used to love Old Navy. To do this, we had to re-establish Old Navy as a fashion destination. Meanwhile, celebrity culture had taken a hold of fashion. Celebrities were now designers. Designers were celebrities. We found women were now looking to celebrities in tabloid magazines - not runways or fashion magazines - for hints on what to wear. This insight shifted Old Navy from poking fun at the fashion industry to poking fun at celebrity fashion. The idea began by breathing new life into a tool used by all fashion retailers. Introducing, the SuperModelquins. The celebrities of the mannequin world.