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GAP launches GAP Sprize rewards program

GAP launches GAP Sprize rewards program

In 2009, clothing retailer GAP chose Vancouver to launch a trial run of their new customer loyalty program “Sprize”

The Ask

Generate buzz in Vancouver and Lower Mainland around the launch of GAP’s new loyalty program, Sprize, among both the media and consumers

What we did

  • Planned and executed a stunt at GAP’s flagship store on Robson Street in Vancouver
  • Playing on the idea of Sprize turning conventional shopping loyalty programs on its head, Citizen turned the entire store and surround areas upside down

Results

  • Spike in program recognition with 53% increase of the signups on the day of the stunt compared to the average per day since the launch of the program
  • Consumer traffic to the Robson store increased 116% over the same day of the previous year
  • Video footage produced by Citizen was picked up by media outlets and secured 40,000+ views on YouTube


Touchpoints

  • Web
  • Conversation
  • Event