The Gap Falls Up

Promoting their Sprize loyalty program, Gap in VanCity have flipped the script and turned (almost) everything upside-down.  The mannequins, the signage and window promotions were all turned on their heads.  Even cars, bikes and a hot dog stand outside were flipped over – either expanding their promotions beyond the store in a stroke of genius or they happened to luck out with some very courteous rioters.  Okay, we know it wasn’t rioters because it was all by the Cossette agency and here is a video of the production for the promotion.

Besides the physical manifestation of the promotion, the tagline of “turning shopping on its head” refers to the aforementioned Sprize program wherein customers in it can buy items at full price and if the item gets marked down within 45 days, they automatically get credited the difference in their account, which they can then use to buy more merchandise.  It’s like pushing up a sale price, but deferring the discount and making it a store credit – a pretty heady marketing strategy in a retail culture continually vying for brand loyalty.

[via My Modern Metropolis and Design Fetish (Thanks, Molly!)]