Media > Product & Service
OMD UK, London / LEVI STRAUSS / 2012
Overview
Credits
Effectiveness
Widespread uplifts in key brand metrics and reclaiming of category-leadership:- +21% ‘coolness’ among males -+11% ‘fresh & new ideas’ among women-+29% brand favourability against the 16-34 audience-21,000 online hub visitors with an average dwell time of 1 minute 22 seconds -4,500 votes cast -Over 2,000 ticket applications -+30% Levi’s® UK Facebook fans-8% increase in sales YoY Tim Larcombe, Levi’s® UK General Manager, said it best:"We are thrilled to launch this pioneering music campaign that offers consumers such a high level of engagement and provides a unique opportunity to craft a major music event."
Execution
RE:PLAYThroughout October Levi’s hosted a series of gigs at its flagship store on London’s Regent Street featuring six up-and-coming bands.16-34s picked two acts to support Primal Scream at the headline concert via the Go Forth Craft of Music online hub. Online visitors could also watch gig highlights and exclusive interviews and apply for tickets.RE:SETPrimal Scream’s setlist was also up for grabs with visitors voting on which tracks from their back catalogue would be performed at the headline gig to over 1,200 fans.RE:CREATEVisitors could create a unique piece of music history by picking an exclusive cover version for Primal Scream to perform on the night.We facilitated spread across Levi’s owned channels, our partners’ owned channels as well as through paid-for space on Spotify.
We maximised our earned exposure by linking our hub to Facebook so visitors could easily share their excitement about the gigs.
Strategy
For years Levi’s was denim.
However, its dominance was under threat among the critical 16-34 audience. Diesel was increasingly the premium brand choice, while Uniqlo was eroding Levi’s’ leadership in innovation and cool.In response, Levi’s had to re-assert itself as a zeitgeist of youth culture.Music, often a defining element of youth culture, has been used by Levi’s to connect with 16-34s before but things have changed since the 1990s:-Internet and mobile are 16-34s’ ‘most missed’ media -Digital music means 16-34s now listen to music exclusively on their terms-The social web means 16-34s can call upon their huge online network for recommendation.The solution:Go Forth Craft of Music; a series of gigs hosted by Levi’s featuring new bands plus one global headliner, Primal Scream.So far, so whatever.Uniquely we invited 16-34s to not only to attend the gigs, but to shape them to their liking.
More Entries from Other Consumer Products (including Durable Goods) in Media
24 items