OLD NAVY KICKS OFF SPRING WITH NEW MARKETING CAMPAIGN “OLD NAVY RECORDS: ORIGINAL HITS. ORIGINAL STYLES.”
Campaign Combines Music, Fun and Fashion to Better Engage with its Fashion-minded Customers through Enhanced in Store, Online and Mobile Device Experiences
SAN FRANCISCO – February 17, 2011 – Old Navy today debuted its spring advertising campaign, called “Old Navy Records: Original hits. Original styles.” Starting Thursday, shoppers will experience a new Old Navy as it ventures into pop music and introduces an interactive brand experience – across stores, online, television and mobile devices. Combining music and fashion, Old Navy invites customers to participate in a campaign rooted in music video commercials and downloadable Old Navy branded songs about the brand’s target customer and the must-have looks of the season.
Building on the momentum and success of the SuperModelquins, Old Navy Records marks an important evolution for the brand as it looks to cultivate more loyalty among Old Navy’s target customer “Jennie” – a 25 to 35 year old woman looking for on-trend fashion at great prices for herself and her family. Connecting with her through her love of music and fashion, the new campaign emphasizes more of the fun and innovative shopping experience that Jennie has come to expect from Old Navy.
“Music is synonymous with fashion for Jennie. What she listens to is as important as what she wears and we are always looking for new and culturally relevant ways to engage with her,” said Amy Curtis-McIntyre, senior vice president of marketing at Old Navy. “By integrating music with Old Navy’s on-trend looks, we build more energy between Jennie and the brand.”
Using the irreverent humor and optimism that Old Navy is known for, the campaign debuts today with “Super C-U-T-E,” the first of many original songs and music videos celebrating and glamorizing Jennie in her everyday activities. From a trip to the grocery store to the dentist, Old Navy shows Jennie how to “turn up today” and take the mundane to extraordinary while wearing Old Navy styles.
The music and videos featured in the campaign are produced by music house Honor Roll and directed by music industry legend Joseph Kahn, known for producing famous videos such as Eminem and Rihanna’s “Love the Way You Lie,” and Britney Spears “Toxic.” Original Old Navy bands perform the new songs beginning with The Audio Threadz making their debut with “Super C-U-T-E.”
Developed in partnership with Crispin Porter + Bogusky, Old Navy Records is multi-faceted and fully-integrated across TV, stores, online, and mobile – all media that Old Navy customers rely on to stay connected with the music and fashion world.
As part of Old Navy’s commitment to offering customers fresh and innovative shopping experiences, the brand also reaffirmed plans to continue remodeling its store fleet into the new store format called, “The New Old Navy.” Unveiled in 2009, the new design enhances Jennie’s shopping environment with several new features including improved signage, energy-efficient lighting, centralized fitting rooms, an interactive play space for kids, and a raceway layout that guides customers through the store to make it simpler and faster to browse products. Since 2009, Old Navy has converted about 250 stores to the new format across the U.S. and Canada and plans to convert additional stores in 2011.
About Shazam Partnership
As part of today’s news, Old Navy also announced a unique partnership with Shazam, the world’s leading mobile discovery provider, to further integrate Old Navy into Jennie’s increasingly mobile-based lifestyle
Using Shazam’s mobile application, shoppers can “tag” or identify the original Old Navy Records songs on their smartphone wherever they are playing – TV commercial, YouTube, Facebook, and in Old Navy stores across North America. Once identified, shoppers immediately gain access to the key looks featured in the songs, styling tips and exclusive deals, and have the option to download the song, watch the video, and learn more about the featured bands. Depending on source, (e.g., TV, in-stores), shoppers also have the option to immediately purchase the looks.
“We know our customers love music and their smartphones,” added Curtis-McIntyre. “Through Shazam, we can reach Jennie throughout her day, no matter where she is and offer multiple ways to shop and experience Old Navy.”
About Old Navy
Old Navy originated in 1994 and quickly became one of the world’s most successful brands, offering customers the latest fashion at great prices. Today, the brand continues to offer on-trend apparel and irresistible basics for adults and children at a surprising value. And, best of all, Old Navy brings it all to customers in a fun, energizing shopping environment. To learn more, visit www.oldnavy.com.
About Gap Inc.
Gap Inc. is a leading global specialty retailer offering clothing, accessories and personal care products, for men, women, children, and babies under the Gap, Banana Republic, Old Navy, Piperlime, and Athleta brands. Fiscal 2010 sales were $14.7 billion. Gap Inc. products are available for purchase in over 90 countries worldwide through about 3,100 company-owned stores, about 175 franchise stores, and e-commerce sites. For more information, please visit www.gapinc.com.