Embark! is the best way to shop at Banana Republic.

Gap Inc. needed to launch a new customer loyalty initiative that set it apart from a points, perks and “spend more, get more” model. After extensive research and customer testing, an interesting opportunity emerged: rewarding engagement, not dollars spent, could actually drive interest and enrollment. By infusing the act of shopping with joy, the allure of a carefree, fun retail experience could far outclass the notion of an elusive or hard-won VIP status.

Based on key insights, the program was named Embark! to deliberately evoke a spirit of freedom, adventure and delight. A complete brand and messaging strategy was activated to launch the program in select Banana Republic stores.