Old Navy Unveils Funnovations Inc. - A Magical Tour Of Where The Brand's Fun And Quirky Ideas Are Born And Tested
New Marketing Platform Brings Better Focus to Old Navy’s Brand Tenets of Fun, Fashion, Value, and Family
SAN FRANCISCO – November 2, 2011 – Today, Old Navy announced that it will unveil a new marketing platform called Funnovations Inc. Kicking off this Thursday in both the US and Canada, the campaign invites customers to ‘Come fun, Come all’ and experience the secret source of all Old Navy fun -- the place where the brand’s quirkiest ideas are born and tested.
“Old Navy is a brand that’s famous for fun and we’re looking at this new campaign as a way to bring that unique, and quirky spirit back to our marketing,” said Tom Wyatt, president, Old Navy. “By giving our customers a glimpse into all the great, exciting things happening at Old Navy, our hope is that we’ll create a strong call to action for them to come and experience our amazing product at great value in an energized store environment -- especially as we enter this critical holiday shopping period.”
Beginning with a TV spot on November 3rd, the campaign will come to life across all customer touch points including stores, television, online and mobile devices throughout the holiday season. The first commercial will tell the story of the Old Navy “Perfect Puff” jacket and how the teams and magical machines at Funnovations Inc. make sure the coats are made with “just the right amount of puff.” Future spots will feature entertaining portrayals of Old Navy’s funnovative experts making some of the brand’s other signature items. As part of the initial launch, Old Navy will also release a digital ‘tour’ of the Old Navy lab within Funnovations Inc. via its YouTube Channel.
Funnovations Inc., developed in partnership with Crispin Porter + Bogusky, represents an evolution of the success of the Supermodelquins concept and a move away from Old Navy’s recent campaign, Old Navy Records. Overall, the campaign seeks to connect with Old Navy’s target customer - a 25 to 35 year old woman looking for on-trend fashion at great prices for herself and her family – by prominently highlighting Old Navy’s product offerings alongside a more consistent value message. “With a focus on what our customer is interested in - fashion and value, we are hopeful this campaign combined with other targeted changes across the brand, will help us to deliver on our goal of improving sales performance,” Wyatt added.
In addition, Old Navy also announced today the launch of its latest digital innovation, Snap Appy. Snap Appy is Old Navy’s iPhone and soon to launch Android app that bridges the gap between online and in-store to meet the needs of Old Navy customers’ mobile-based lifestyle. The app utilizes industry-leading image recognition technology to turn any Old Navy logo – no matter the placement – into a digital gateway to engage with the brand. By “Snapping” or scanning a logo, a user can unlock deals, games, and the latest fashion tips from Old Navy and other Old Navy customers. To download the app, click here.
About Old Navy
Old Navy originated in 1994 and quickly became one of the world’s most successful brands, offering customers great product 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 oldnavy.com or follow us on Facebook and Twitter.
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 200 franchise stores, and e-commerce sites. For more information, please visit www.gapinc.com or following us on Facebook and Twitter.