CHALLENGE:

Most consumers equate Levi’s with only making denim jeans and jackets.

OBJECTIVE:

Launch the Levi’s Fall 2012 Collection in the digital space.

TARGET AUDIENCE:

Male and female fashion setters and seekers.

IDEA:

With Levi's, you are what you wear.

We created an integrated digital experience that embodied the Collection by enabling users to playfully engage with a series of models (e.g. spinning a woman in her free-flowing dress, pedaling a cyclist, or daring you to be as bold as the colorful Sta-Prest pant.)

Summed up by a confident twist on their classic line: 'This is a pair of Levi's.'

The strength of the creative lay in achieving a new visual and verbal brand tone: a careful balance of playfulness, purposefulness and confidence.

By declaring that 'This is a pair of Levi's', juxtaposed against non-traditional products like a free-spirited dress or cyclists' commuter gear (rather than the expected pair of jeans), has helped redefine the Levi's brand. And allowing users to fully immerse themselves in the product created a unique level of engagement for a fashion brand. Introducing a series of confident anti-statements ('This is not inhibited, 'This is not backpedaling'...etc) perfectly underlined the 'you are what you wear' concept.

RESULTS

Lookbook:

- Visits: 806,238

- Average Visit Duration: 2:21

iAd:

- Levi's iPhone iAd Campaign is the strongest performing Retail campaign in iAd History.

- Target audience was successfully reached, additional target segment 'Urban Trendsetter' performed well on iPhone/Touch.

- 3: 56.3 million impressions.

- Link out to mCommerce: 500% above average.

Standard Banners:

- Exceeded benchmarks by 58%

Total Revenue Driven: $1,145,311.