Problem: Denim is consistently a huge seller for Gap, an area of innovation and differentiation for the brand. Purchasing denim seemed like a great place to reward loyal customers.

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Solution: Havas developed Denim Addict – a secret(ish) section in the app that records when a customer buys a piece of denim. Every pair of jeans purchased gets a digital stamp to add to their in-app card. And, when a customer receives five stamps, they get the sixth pair of jeans for free.

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It also gave Gap the opportunity to understand who its most valuable customers are, who’s shopping, what for and how often.