SPRIZE by Cossette Vancouver for Gap

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Industry Book store
Media Promo & PR
Market Canada
Agency Cossette Vancouver
Creative Director Bryan Collins
Art Director Rob Sweetman, Bart Batchelor
Producer Wendy Moriarty, April Haffenden
Account Supervisor Bianca Knop
Released November 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: GAP
Date of First Appearance: Nov 5 2009 12:00AM
Entrant Company: COSSETTE WEST, Vancouver, CANADA
Creative Director: Bryan Collins (Cossette West)
Creative Director: Rob Sweetman (Cossette West)
Writer: Bryan Collins (Cossette West)
Art Director: Bart Batchelor (Cossette West)
Art Director: Rob Sweetman (Cossette West)
Producer: April Haffenden (Cossette West)
Producer: Wendy Moriarty (Cossette West)
Account Director: Nadine Wilson (Cossette West)
Account Supervisor: Bianca Knop (Altius)
Media placement: Stunt - In-Store - Nov 2009

Describe the objective of the promotion.
GAP developed an innovative loyalty program called Sprize that really was going to change the way people shop. Now if a customer buys something at full price and it later goes on sale, they’ll get an automatic refund. GAP had a revolutionary program on their hands and wanted to test it in Vancouver, Canada. Our job was to find a way to let the people of Vancouver know that something big was happening at GAP.

Describe how the promotion developed from concept to implementation
One client in a meeting said “we really are turning shopping on its head.” After an exhaustive creative process, the simplest idea won. However, it wasn’t simple to execute. After a huge amount of planning, we had one night to flip an entire store. Our production crew spent the night flipping mannequins, display tables, the window displays, the GAP bags, and all their signage including the store sign. We even flipped our customers through the security camera video feed, and by installing convex mirrors outside the change rooms. Outside we flipped parked cars, a hotdog stand, the bike racks and much more.

Describe the success of the promotion with both client and consumer including some quantifiable results
First two weeks resulted in over 20,000 enrollments into Sprize. Over 950,000 reached through PR Coverage – online news websites, blogs and radio. Tweets reached approximately 40,000 users. 25,000 YouTube views: http://www.youtube.com/watch?v=thu9zpzrZz0&feature=related;

Explain why the method of promotion was most relevant to the product or service
The Sprize program of giving automatic rebates when something you bought goes on sale is revolutionary. It was literally going to turn the way you shop upside down. No more waiting for sales. No more worry that you paid too much. We had to let the people of Vancouver know something big was happening. We needed to get attention and do something impossible. Turning a store upside down overnight fit the bill. It stopped people dead in their tracks, brought them into the store and let the employees and the program do the rest.