Today Old Navy rolls out a new marketing platform called Funnovations Inc. The campaign invites North American and Canadian customers to ‘Come fun, Come all’ and experience the secret source of the brand’s fun.
Photo: Old Navy Funnovations Inc.
This is “the place where the brand’s quirkiest ideas are born and tested,” as said in a press-release will demonstrate the fun nature of the brand with a series of commercials, mobile apps and online pages.
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 puf”.
Other video spots will feature portrayals of Old Navy’s funnovative experts making some of the brand’s other signature items. Old Navy will also release a digital ‘tour’ of the Old Navy lab via its YouTube Channel.
«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.
Funnovations Inc, developed in partnership with Crispin Porter + Bogusky, follows the Old Navy Records campaign that was deemed ‘ineffective’ by Glenn Murphy, Gap Inc.’s chairman-CEO, says Ad Age. The campaign had to target 25 to 35-year-old women but the overall concept just didn’t resonate. The Funnovations Inc moves away from this unsuccessful effort and searches for new ways to target the same audience. Currently, the brand is reaching its Hispanic women audience with Estillos Robados campaign.
«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,» said Wyatt.
In addition, Old Navy also launches Snap Appy, a free app for iPhone, the Android app will follow soon. Using the image recognition technology, the app turns any Old Navy logo into a digital gateway to engage with the brand. By scanning a logo, a user can unlock deals, games, and the latest fashion tips from Old Navy and other Old Navy customers
