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.
Mock Model Campaigns
Old Navy Spoofs Its Customers & Tabloid Culture With ‘SuperModelquins'
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.