Old Navy today launched an integrated campaign promoting a cross-section of spring apparel using store mannequins dubbed “SuperModelquins.”
The effort, via Crispin, Porter + Bogusky in Miami, breaks with TV spots during network prime time focusing on core categories such as denim. Ads emphasize a value message for budget-conscious consumers.
The TV spots will be followed by circulars, in-store promotions, direct mail, online ads and a microsite. A dozen distinct, custom-made mannequins will begin appearing in-store at 200 Old Navy locations.
The campaign centers around the “SuperModelquins” in an array of situations common to celebrity gossip magazines, which the store’s circulars—named “ON Weekly”—will be modeled after. As a part of the effort, Old Navy is moving its weekly newspaper inserts from Fridays to Sunday editions.
The microsite will feature humorous Webisodes of the mannequins discussing and modeling the brand’s looks. The campaign returns to the retailer’s roots of “irreverent advertising,” said Louise Callagy, a rep for Old Navy’s parent company Gap Inc.
Callagy said the campaign is primarily intended to reach Old Navy’s target demo of budget-conscious mothers 25-35. The mannequins represent the diverse customer base with distinct looks and personalities, including men, women, youths, and families.
Old Navy spent $153 million on measured media in 2008 (not including online), down from $177 million the year before, per Nielsen Monitor-Plus.