Old Navy Spoofs Its Customers & Tabloid Culture With ‘SuperModelquins'
Going Like Sixty — February 26, 2009 — Marketing
Old Navy has decided that going creepy will bring customers flocking back into their stores. A dozen mannequins made to resemble a young family, Old Navy’s target market, will make appearances on hot prime-time television. The SuperModelquins also have a divorced mom, and a few single mannequins.
Old Navy stores will see the SuperModelquins in April and an advertising circular will feature the goofy-looking characters soon afterward. Crispin+Bogsky is the advertising agency of record, but no word on whether or not they are claiming SuperModelquins as their idea.
Old Navy stores will see the SuperModelquins in April and an advertising circular will feature the goofy-looking characters soon afterward. Crispin+Bogsky is the advertising agency of record, but no word on whether or not they are claiming SuperModelquins as their idea.
Trend Themes
1. Creepy Mannequin Marketing - Old Navy's use of SuperModelquins to spoof customers and tabloid culture presents an opportunity for disruptive innovation in the retail industry.
2. Prime-time Television Advertising - The appearance of SuperModelquins on hot prime-time television suggests a trend of leveraging TV as a platform for innovative advertising campaigns.
3. Targeted Advertising Circulars - Old Navy's plan to feature the SuperModelquins in advertising circulars highlights the trend of using targeted marketing materials to reach specific customer segments.
Industry Implications
1. Retail - The use of SuperModelquins in Old Navy stores presents the retail industry with an opportunity to explore unique ways to engage customers and enhance the in-store experience.
2. Advertising - The SuperModelquins campaign demonstrates a disruptive innovation opportunity in the advertising industry, where brands can leverage unconventional and attention-grabbing approaches to promote their products or services.
3. Television - The integration of SuperModelquins on prime-time television reflects a potential disruption in the television industry, as brands explore new ways of capturing audience attention and creating memorable advertising moments.
2.3
Score
Popularity
Activity
Freshness
