Stay True is new Levi’s campaign which OgilvyOne Singapore has taken online creating the “Truth Booth“. If you have something to confess, to yourself or to the world, visit the website and record your message. You can send it as audio or video, as you prefer, as you dare. The submitted messages will be collected in the Levi’s 501 directory, where other users will be able to listen to them (or watch them) and rate them. A very good campaign which express the potentials of video on the web, and takes advantage of people’s desire to show off.
A very good TV spot from Levi’s, promoting the idea that it’s better to get the original jeans. Click here to watch it (then download the video)
Apparel maker Levi’s is about to launch the Andy Warhol Factory X line hoping to attract young (and wealthy) customers. The new collection will be presented next week in Las Vegas, and will include $250 jeans and $300 jackets. The LA Times explains in 1984 Levi’s commissioned Warhol to create art for its “501 Blues” ad campaign. Quoted in the article, Joel Wachs, president of the Andy Warhol Foundation for the Visual Arts in New York, commented:“Levi is synonymous with American culture in the same way that Warhol is. Levi is an iconic brand and Andy Warhol is an iconic artist.”
I don’t know if this is going to work, but it looks like a smart commercial partnership. Warhol was a commercial artist when he was alive and he continues to be successful even after death. Too bad he cannot enjoy the money.
The new Levi’s Tv spot will be premiered on the MSN European network sites. The ten-seconds commercial will be featured on Msn’s homepage from today until February 14th when it will air on Tv.
Levi’s brand continues to evolve on the Web. On February 18th the spring web site, designed by Lateral, will be launched, with a new section dedicated to the new Levi’s� 501� Jeans with Anti-Fit campaign which works in conjunction with the offline campaign components (TV, print, OOH, cinema, and retail/instore). Within this section, a great example of through-the-line integration, is Levi’s� vmx: This video mixer allows users to create and send fridge magnet style messages using the actors from the campaign – a fun way to encourage consumer interaction being fairly passive in terms of branding; with the added benefit of recruiting for further communications programs (check it out here). Jon Bains, Chairman of Lateral said:“We wanted to build a site that would act as a platform for not only improving brand interest but also a highly interactive communications vehicle that would allow Levi’s� Europe to build and develop relationships with its users.”
To learn more about Levi’s online strategies, you can also read a recent interview I did with Helene Venge, Digital Marketing Manager for Levi’s� Europe.
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