Toast Takes GAP Online NNNow!
by EVENTFAQS Bureau Marketing | November 7, 2016 | News
Gap Toast Events NNNow
Apparel and accessories brand Gap announced its exclusive online retail partnership in India with NNNow.com and in true Gap style painted the country Blue. In a creative collaboration, Gap and NNNow.com assigned Toast Events the mandate to create and channel a platform opening 1 lac Gap stores in India. Creating great online and on-ground platforms, pop-up stores across 5 cities were set up inviting people to come explore Gap and open their very own Gap store on NNNow.com.
The interactive pop-up was designed like a giant location pin announcing the opening of the 24/7 shop where customers could open their very own Gap store through iPads. The pop-up also showcases videos from Gap of looks from the brand, inviting customers to open their very own Gap store and avail a special opening weekend discount of 20% off on all merchandise.
Taking the brand online, Toast devised and fashioned digital associations with celebrity influencers with a high social media following to help create awareness and spread the word amongst the fans and consumers through fun boomerang videos and an additional special discount as a thank-you gesture.
Celebrity brand patrons from various walks of life, all with over a million followers shared this announcement. The message was spread far and wide in the country and even pushed customers to the on-ground activity in the various cities that were activated. Celebrities like Sonakshi Sinha, Taapsee Pannu, Karan Wahi, Neha Kakkar, Karan Tacker, Aditi Rao Hydari, Mouni Roy, Esha Gupta and more took the digital space by storm one day prior as they announced the launch of Gap on Nnnow.com.
Commenting on the activation, Pummi Khanchandani, Manager, Toast Events said, “Activating 5 cities across the country on the same weekend was a logistical challenge that had to be planned in great detail. The response to the on-ground activation was great! People were excited to finally shop at Gap in their own city. Celebrities posting about their excitement also helped gain traction and saw a lot of customers at the activity. This helped the brand open 1,00,000 GAP stores by the launch day.”
The activation took place in the weeks leading up to October 8 with on-ground and digital legs that featured pop-up stores, and celebrities creating their own 'digital stores' online.