The Gap Inc., Banana Republic

A seriously different kind of loyalty program.

When The Gap Inc. asked us to help them launch a loyalty program we knew we wanted to set them apart from the cookie-cutter points and rewards programs already out there.

Keyboards started to get bashed on, whiteboards written on, and napkins scribbled on. The brain dump of ideas was immediate (along with crucial research, analytics, and many iterations of ideas and names).

We landed on "Embark," to evoke a spirit of freedom, adventure, and delight. And we set out to reward engagement (not more money spent) by introducing a pick-your-benefits package. From shopping events to gifts to personalization, choice became front and center to the success of this campaign.

Examples below include web, email, signage, and social media.