Brand owner: Levi Strauss & C0
Date: September-October 2005
Media Agency: Starcom
Other Agencies: BBH
Media Owner: MTV, Sony, Publiespana/Mediaset, Grupo Prisa, NBC Universal, Publimedia
For those of us living in colder climates, the Mediterranean habit of hanging about on the streets is particularly attractive. The challenge for planners is that such behavior creates new media consumption habits.
That's particularly true for younger consumers. In Spain, urban 15- to 24-year-olds seem to spend most of their time on the streets, particularly when school isn't in session.
In order to reinforce its brand position and drive consideration, Levi's needed to connect with that outdoor audience, so it built a popular TV ad into daily life out on the streets.
Starcom identified key "passion group" programs and influencers for its target audience and embedded content into shows on Spain's AXN, Telecino, Localia TV, Calle13 and Canal Metro. The company also taped interviews with Charlie Hurtin (the star of the ads) and Herve Locatelli (the marketing director of Levi's Spain) that were shown on MTV and LocaliaTV.
The second prong of attack was taking the brand to the streets. Replicas of an ice-cream van from its TV spot traveled across Spain, visiting clubs, beaches and cinemas. Levi's-branded ice creams acted as a call to action to visit Levi.com.
The approach paid dividends with 130 happenings witnessed by almost 39,000 people and gained extra coverage on TV and in print. The approach also met its target of boosting consideration: Store visits jumped 6% during the campaign.
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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database. www.csquared.cc