GAP
The GAP needed a hi-impact, low cost way to increase visibility of its brand in a shrinking market and down quarter. We focused on creating a high impact awareness of causal dress in the workplace and helped the Gap to achieve "ownership" of the national phenomenon that came to be known as dress down day. To accomplish this, we created a never before "Dress Down Day" at the venerable New York Stock Exchange, one of the last bastions of formal business attire at the time. Traders, runners, executives and NYSE members all sported complimentary GAP casual. This resulted in significant national broadcast media coverage and follow-up long lead articles, and NBC Nightly News hosting the show from the NYSE trading floor. The GAP’s market share moved from the number two position to number one within one month of the event.