CAMPAIGN: LEVI'S
CHALLENGE
Levi's is slowly losing share in the premium denim jean market. We would like to increase Levi's online presence and encourage online purchase.
INSIGHT
Levi's has Curve ID that helps shoppers shop online.
However, it's a lot of hassle to visit the store simply to get measured.
IDEA
Create an interesting way to engage shoppers online.
Levi's will host a Live Stream Concert that allows shoppers to buy the Levi's apparels worn by the musicians.
The digital experience will then wrap up with in-store experience to generate sales.
YOUTUBE SPOT
Promote the concert and highlights the musical inspiration behind every pair of Levi's.
LIVE STREAM CONCERT
Levi's Live Stream Concert will take place through Upstream. Audiences can comment on the concert, as well as clicking on the Levi's apparel worn by the music artist to shop online. After each performance, a 10 seconds coupon will be shared that gives away special deals for online shopping. Just like the concert, the coupon is real time too.
IN STORE EVENT
Popular Levi's stores will be chosen to host mini concert events after the Expressionist Concert. The goal is to attract people to come to the stores and get their Curve Id measured in order to shop online.
MOBILE APP
Recently Levi's has received critiques regarding the quality of the product. Levi's has always been innovative with different types of denim and that's why they need special care.
The DENIMANCE APP is a denim maintenance app that can be downloaded by simply scanning the barcode on the price tag. It contains information on the type of denim and how often should one wash it to keep it at it's best condition. One can even get fashion tips from the designer behind it.
