Advertiser: OLD NAVY
Agency: CP+B
Category: Best Online Advertising in a Promotional Campaign
Executive Producer: Carr Schilling (Cut/Run)
Creative Director: Cameron Harris (Cp/B)
Vp/Director Of Video Production: Chad Hopenwasser (Cp/B)
Sr. Copywriter: Dafna Garber (Cp/B)
Vp/Group Account Director: Danielle Whalen (Cp/B)
Sr. Art Director: Laura Potsic (Cp/B)
Associate Director/Standards Architecture: Justin Johnson (Cp/B)
Music Company: Portland (Search Party/Portland)
Director: Miki Magasiva (Curious Film/New South Wales)
Chief Creative Officer: Rob Reilly (Cp/B)
Vp/Creative Director: Robin Fitzgerald (Cp/B)
Sr. Interactive Developer: Ryan Gibbons (Cp/B)
Executive Interactive Producer: Scott Potter (Cp/B)
Music Company: Search Party (Search Party/Portland)
Associate Creative Director/Art Director: Tushar Date (Cp/B)
Sr. Integrated Producer: Autumn Hopkins (Cp/B)
Vp/Executive Creative Director: Jason Gaboriau (Cp/B)
Executive Producer: Nuzi Barkatally (Cp/B)
Executive Integrated Producer: Deb Drumm (Cp/B)
Editor: Frank Effron (Cut/Run)
Associate Creative Director/Copywriter: Jamie Toal (Cp/B)
Outcome
The Old Navy singing summer catalogue made an awesome impact with consumers. The catalogue videos were viewed over 1.6 million times on YouTube in two short weeks, and online chatter about the brand was significantly more positive than it had been for any other Old Navy campaign to date. And best of all, Old Navy saw a boost in sales during a notoriously slow retail month.
Relevancy
Summertime can be a tricky time of year to reach consumers, and in order to breakthrough the clutter of those already advertising during the season, Old Navy went a completely different route. Spoofing an "As Seen on TV" compilation album commercial and using one of the most beloved singers for the Old Navy target audience helped make the Old Navy work stand out, generated buzz and had people downloading and singing all of the new summer products at Old Navy by name.
Implementation
Old Navy partnered with singer Jordan Knight to create the first-ever singing, shoppable, sharable and downloadable summer catalogue. First and foremost, the goal of this campaign was to get people talking about the new Old Navy merchandise during a time when the competition was doing nothing but putting "old" items on clearance.
Client Brief Or Objective
Like most other clothing retailers, Old Navy had been guilty of participating in summer clearance sales to make way for fall fashion items, but in 2012, the brand decided to introduce new styles to help consumers refresh their wardrobe in the heat of the summer. The objective of this project was to reach 25-35 women in North America by breaking through the clutter of the mid-summer deep clearance advertising, and to avoid the fate of most catalogs, otherwise known as the recycle bin.