GAP: All hail double denim!

Gap approached Amplify to deliver activity that would drive traffic in store to take advantage of a 30% discount on all GAP Denim, with a focus on 3 specific UK stores, as well as Ireland and Paris.

The campaign theme was born out of the line ‘Fit Together', which showcased how best to wear Gap's denim tops and bottoms together. Trained ‘GAP Denim Fit Squad' members hit the streets targeting high footfall locations outside GAP stores, distributing a denim jigsaw puzzle piece that communicated the 30% discount. Shoppers could go in store to check if their piece fitted the in-store puzzle, with winning shoppers receiving a £100 GAP outfit.

Over 11,000 jigsaw puzzles were distributed to shoppers, driving awareness of the promotion and ultimately increasing sales of denim in store:

‘I have been with GAP for a number of years and this has been one of the most effective activities I've been involved with so far - we have reached our denim sales targets.' Gracechurch Store Manager, Gap London

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