Gaps brief was very specific. Promote a 25% off student discount offer during freshers week 2015, without using traditional advertising media. They wanted a poster which could go up on univeristy campuses, flyers, POS, window displays etc.
I had identified from Gap's 'Dress Normal' campiagn that Gap is really great for getting good quality plain clothes and reasonable prices, the sort of item that literally fills the gaps in your wardrobe, teh staple items, your palin white tee's. This notion of Fill the Gap was something that I thought was a stronga nd fun way of playing on the brand, the posters led with picturesof student wardrobes witha n obvious gap in them, inviting students to come to an instore event during freshers week to get 25% off.
The idea that the event would also be inviting people to literally 'fill' the Gap on a certain date. Further in store promotion for the event would employ a window display that resembled the poster with a clothing rail and a gap in the middle, POS placed in gaps around the store, flyers would also be given out in store and on campuses simialr to the posters.
Online the campaign would take a different take on the fill the gap idea posting pictures of gaps with the key elements overlayed on teh images such as parking spaces, cracks in teh floor and gaps on train platfroms. Furthermore stickers will be placed in the gaps between adverts on public transport another gap filled, these sticker will be photographed and also posted online.