Title	GAS FREE FOR 30 SECONDS
Brand	GAS JEANS
Product/Service	FASHION CLOTHES AND ACCESSORIES
Category	A07. USE OF DIGITAL IN A PROMOTIONAL CAMPAIGN
Entrant Company	HAVAS WORLDWIDE DIGITAL MILAN, ITALY
Advertising Agency	HAVAS WORLDWIDE DIGITAL MILAN, ITALY
Media Agency	77 AGENCY Milan, ITALY

Name	Company	Position
Perrine Ripert	Havas Worldwide Digital Milan	Ceo
Tommaso Mezzavilla	Havas Worldwide Digital Milan	Creative Director
Domenico Montemurro	Havas Worldwide Digital Milan	Art Director
Rosario Floridia	Havas Worldwide Digital Milan	Copywriter
Andrea Campesato Segnini	Havas Worldwide Digital Milan	Graphic Designer
Benedetta Grossi	Havas Worldwide Digital Milan	Account Executive
Marco Di Santo	Havas Worldwide Digital Milan	Project Manager
Pavel Tuma	Havas Worldwide Digital Prague	Digital Production Manager
Evan Boesenberg	Havas Worldwide Digital Prague	Digital Brand Director
Marco Gentile	Filmaster	Director
Sergi Pons	Photo	Photographer
Barbara Grotto	Grotto Spa	Head Oh Marketing And Communication
Sara Grotto	Grotto Spa	E/Commerce Coordinator
Cristina Cappozzo	Grotto Spa	Media And Advirtising Cordinator
Valentina Zulian	Grotto Spa	Pr And Event Cordinator
Cristina Falcinella	Grotto Spa	Press And Pr Manager

The Brief

Celebrating 30 years of GAS Jeans through an integrated campaign with the aim of increasing the awareness of the brand and giving a boost to the official e-commerce by presenting the new SS2014 collection. Target. Relevant markets for the brand: Italy, Hungary, Europe, Japan and India. Men and women aged between 20 and 35 years. New customers and prospective customers. Strategy. To build a digital event around a promotion dedicated to the anniversary of the brand. We followed the growing trend of online shopping to engage users in an exciting contest based on the concept of speed.

Describe how the promotion developed from concept to implementation

The concept was to celebrate 30 years of GAS with a 30 second digital event, one second for each year of the brand's history. The idea was to make the e-commerce completely free for 30 seconds, giving everyone the chance to win a GAS Jeans garment. We created a microsite dedicated to the project that allowed users to train with a simulation of the event, and then to participate in the contest on the day of the event. The real protagonist of the operation was the entire SS 2015 collection, which was always at the centre of the project. All participants received a discount which could be used on a purchase in stores or on the e-commerce.

Describe the success of the promotion with both client and consumer including some quantifiable results

The promotion has been an absolute success, with extraordinary results. The results for the brand: - 265,000 unique visitors in one month - 7 minutes spent on the website - 10,000,000 page views on the e-commerce - 42,000 accessed the online store simultaneously And those for users: - 1000 garments won -22,000 vouchers received

Explain why the method of promotion was most relevant to the product or service

Gas Jeans has a dual soul: one dedicated to fashion and one to sport as a multi-year sponsor of the HRC Honda team of MotoGP The promotion of the activity was developed on both of these sides of the brand, to address different targets and cover both aspects. The strength and originality of the"Gas Free for 30 Seconds" was in its simplicity: a totally free e-commerce for 30 seconds. Therefore, a contest based on the speed of the users which is perfectly in tune with the positioning of the brand in 2014: "Fast Attitude".