2013 Winners & Shortlists

Results and Effectiveness

Combining offline, online and activation… 4,000 entered GAP store on opening day; 4times the target. 400 participated in the longest “Hello GAP” competition and won t-shirts. 4times the target. GAP hoodies ran out of stock. Over 100% of forecasted sales figures were achieved in one month. 31,500 fans out of which 13,000 were achieved during the first 3 weeks (30% overtarget) PowerUsers reached over 1.5 million friends of fans. 2,550 participated in Hello GAP Chain. GAP International & local teams sent a “Thank You” note: “Campaign was of international standards, quite engaging and succeeded in delivering an effective launch”.

Creative Execution

On launch day, GAP was saluting the country: “Hello Lebanon” • Newspapers were delivered to people’s doorsteps inside “Hello Lebanon” GAP bags with leaflets inviting people to participate in GAP competitions. • Outdoor and magazines “Hello Lebanon” messages spread the momentum. • At the entrance of the malls, giant 3D GAP bags received people greeting them “Hello Lebanon” through a built-in audio sensor. As an answer to GAP bag’s salutation, people were invited to salute back: • In-store activation during which people were called to shout the longest “Hello GAP” and win instantly. • DJs started their shows inviting people to call and say the longest “Hello GAP” to win gifts. • An application was developed where GAP Facebook users were challenged to generate the longest “Hello GAP”. A chain of the letter “O” should be established by one user and completed by his friends. The longest chain wins.

Insights, Strategy and the Idea

Azadea Group wanted to announce GAP’s 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 were to build awareness, create demand, amplify buzz to drive traffic & generate sales. Client’s expectations were: 1,000 visitors to the store on opening day & 10,000 fans in three weeks onto Gap Lebanon web page. Insights indicated that the youth (18-28) contribute to the bulk of the fashion industry. They are aware of fashion developments and refuse to be talked at by brands. They are opinionated and demand engagement. The strategy was built on creating “true engagement” with Lebanon’s youth through different platforms. The idea was based on saying “Hello GAP” as a return to “Hello Lebanon” salutation from GAP