To build on the momentum of Old Navy’s recent success, Old Navy kicked off a consumer contest and advertising campaign this week that further immerses customers with the lives of the SuperModelquins - a diverse family of custom-made mannequins with gossip column-worthy personalities.
The Super Search contest allows consumers the chance to be molded as the next SuperModelquin and take home $100,000 through a series of online challenges that will test their plastic spokesmannequin skills. Thousands will enter to prove they have the style and stature worthy of the storefront spotlight. Over six weeks, www.oldnavy.com/super will host three super challenges.
In the first challenge, “Pose with the Plastic Pros” (2/16-2/25), contestants prove their plastic by heading into their local Old Navy and taking a photo of themselves with the SuperModelquins and uploading it to the Super Search site (www.oldnavy.com/super). The second challenge, “Moldelquin Makeover,” (3/4-3/14) uses the power of the SuperMolder technology, allowing contestants to build their plastic match to be rated by voters. The third challenge, “Lights, Camera, Plastic” (3/21-4/1) asks contestants to build their own Old Navy commercial and deliver the hilarious punch line to prove that they have what it takes to be plastic.
The supporting advertising campaign, developed in partnership with Crispin, Porter + Bogusky, is designed to help Old Navy’s target customer – a young mom on a budget shopping for herself and her family, further engage with the brand in the unique Old Navy way. It works by inviting customers to share the screen with Old Navy’s SuperModelquins who act as the contest’s judges, knocking points off for blinking, hair movement and other impossibly plastic qualities. With TV spots to promote each challenge, the SuperModelquins will not only plug the brand’s latest fashions, but will ask another contestant to “hand in their stand,” the campaign’s version of reality show rejection. As part of the campaign, on March 5, using SuperMolder technology, the SuperMolder will appear in New York City’s Times Square and customers will be able to display their customized SuperModelquins on the NASDAQ and Reuters boards.
In all stages of the contest, viewers can browse the gallery online at www.oldnavy.com/super and rate their favorites. At the end of each challenge, the contestant with the most points will become the winner of that challenge and advance to the fabulous finals (finalists appear on TV on 5/6). Then all spotlights are on the storefront stage. Who will hand in their stands, and who will be the last mannequin standing? Your votes decide. The winner, announced on 6/3, will be cast in real plastic as the next Old Navy SuperModelquin, appear in TV commercials, and take home $100,000.