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' campaign 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, the staple items, your plain white tee's. This notion of 'Fill the Gap' was something that I thought was a strong and fun way of playing on the brand, the posters led with pictures of student wardrobes with an obvious gap in them, inviting students to come to an instore event during freshers week to get 25% off.
The idea of 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 similar 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 overlaid on the images such as parking spaces, cracks in the floor and gaps on train platfroms. Furthermore stickers will be placed in the gaps between adverts on public transport another gap filled, these stickers will be photographed and also posted online.