Cam­paign

ArabAd - - CONTENTS - BY: MO­HANA BOUSTANI, TIF­FANY BOU MERHI AND KARMA OS­MAN

A group of AUB stu­dents study­ing Busi­ness Ad­min­is­tra­tion with em­pha­sis on Mar­ket­ing were tasked with writ­ing a re­port about an advertising cam­paign of their choice. The team elected to dis­sect GAP'S most re­cent cam­paign en­ti­tled ‘Dress Nor­mal’. Their anal­y­sis was so in­sight­ful that it earned them the high­est grade (96/100) among 60 of their peers. We at Arabad en­cour­age such fine en­deav­our and are proud to share with you the cam­paign anal­y­sis be­low in hope of set­ting a great ex­am­ple for other stu­dents pur­su­ing sim­i­lar ca­reers in com­mu­ni­ca­tion.

GAP is a global cloth­ing and ac­ces­sories brand fo­cused on de­liv­er­ing ca­sual Amer­i­can style. The brand of­fers clas­sic pieces of cloth­ing that help cus­tomers ex­press their in­di­vid­u­al­ity while try­ing to rep­re­sent what it means to be bright. Founded in San Fran­cisco in 1969 by Don­ald and Doris Fisher, the brand has now grown to own­ing over 1,700 re­tail stores around the world. In 2012, GAP opened in Le­banon af­ter a deal with Azadea in three stores around the coun­try. Since GAP is a global and well-known brand, the Le­banese mar­ket had al­ready de­vel­oped brand aware­ness be­fore it en­tered their mar­ket. In ad­di­tion, since GAP wasn’t avail­able in Le­banon, the Le­banese mar­ket per­ceived it as a more pres­ti­gious and ex­clu­sive fast-fash­ion brand, com­pared to the stores they’ve had for years now. There­fore, the Le­banese mar­ket might have a quite dif­fer­ent per­cep­tion of the brand com­pared to the Amer­i­can mar­ket, which seems to view it in a more clas­si­cal and un­dif­fer­en­ti­ated way. For the pur­pose of this study, we de­cided to an­a­lyse GAP’S latest cam­paign: Dress Nor­mal. The cam­paign was de­vel­oped by Wei­den + Kennedy, GAP’S all­time advertising agency, and was re­leased on Septem­ber 1st 2014. The cam­paign was com­posed of three types of media: 1-Short videos de­scribed as short films: Drive, Kiss, Golf and Stairs; 2-Pho­to­graphs used in-stores, on out­door bill­boards and online; 3-dig­i­tal cam­paign, which was re­leased us­ing the hash­tag #Dress­nor­mal. In the fol­low­ing re­port, we will first present the ob­jec­tives of the se­lected cam­paign, then move to an anal­y­sis from both con­sumers’ and mar­keters’ per­spec­tives, and fi­nally pro­vide some rec­om­men­da­tions to im­prove it.

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