2013 Winners & Shortlists

Results and Effectiveness

Overwhelming results for the “Longest Hello GAP” social game: 31,500 fans were achieved during the first 3 weeks (50% overtarget) Power Users reached over 1.5 million friends of fans. (target was 150,000 friends) 2,550 participated in the Hello GAP Chain. 4,000 visitors entered GAP store on opening day Over 100% of the forecasted sales figures during first month of the opening. GAP hoodies ran out of stock. GAP International & local teams sent a “Thank You” note: “The campaign was of international standards, quite engaging and succeeded in delivering an effective launch”.

Creative Execution

The first challenge was to recruit ‘Power Users’, those who influence and engage with friends on social platforms, and how to reach more maximum number of users through friends; “how many friends are you ready to reach out to”? • Power users were urged to Salute GAP back, to complete with their friends’ help, the longest “Hello GAP” in the fastest method possible through a daily social game. • An “Initiator” would launch a “Hello GAP” chain inviting friends to partake. • Each participant was represented as an “O” in the chain. • Every week the “initiator” with the longest “Hello”, and the tipping number of participants would win valuable prizes • Additionally,7 people were rewarded with goodies from the winning chains to keep the momentum on. Facebook advertising was utilized, alongside the effectiveness of momentous viral reach and organic Word of Mouth.

Insights, Strategy and the Idea

Azadea Group wanted to announce GAP long awaited arrival into Lebanon, positioning the store as a brand for the whole family. Globally for any store launch, GAP adopts one strategy of “Saluting the country”. Now it is “Hello Lebanon”. The objectives: build awareness, create demand, amplify buzz to drive traffic & generate sales. Client’s expectations were: 1,000 visitors to the store on the opening day and 10,000 fans in three weeks’ time onto Gap Lebanon web page. Insights indicated that youth (18-28) contribute to the bulk of the Lebanese fashion industry. They are highly active on Facebook fashion pages and gaming activities, contributing more than the typical user does. 52% of Lebanon Facebook users fall within this age bracket. Our strategy was “Engaging” Lebanon’s youth through social celebrative episodes. The idea was built on saluting GAP back “Hello GAP”, as a return to “Hello Lebanon” salutation from GAP