Many brands are struggling to be heard through the cacophony of voices all competing for attention in the digital age. Getting noticed, even for bricks and mortar businesses, requires some revolutionary thinking. Or, in Gap’s case, half revolutionary — 180 degrees to be precise.
To promote awareness of Sprize, Gap’s new loyalty program carrying the tagline “shopping turned on its head”, the company turned its entire store on Robson Street, Vancouver upsidedown. It took 12 hours to flip the instore decor — including four display tables and 32 mannequins — as well as a hot dog stand and three cars outside.
Now that’ll create a buzz.