by nikos

2 slides


Published Nov 19, 2013 in Business & Management
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Presentation Slides & Transcript

Presentation Slides & Transcript

© 2011 1 Objective: Gap wanted to attract young men by changing the perception of Gap as do this, it developed a line of wrinkle and stain - Insight: Males are heavy users of radio, but tend to switch stations more often than women. Running a message buried in a typical commercial stop set would have reduced its exposure to the target audience. CRN knew a better way to engage this ad - averse segment. STRESS FREE Success Story

© 2011 2 Strategy: CRN sourced popular on - air personalities and outfitted them with Gap Stress Free Khakis to wear and talk about on - air. They also wore them to station events in malls, at movie premieres, concerts, and more, talking to everyone they - air about their experiences with the pants. Results: The launch campaign was a success and Stress Free became a staple brand at Gap for several years afterward. DJ ENDORSEMENTS AMBASSADORS PRODUCT DEMOS AT STATION APPEARANCES - PRIZES AND GAP GIFT CARDS STRESS FREE