POP UP CLOSET by Mortierbrigade Brussels for Levi`s

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POP UP CLOSET

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Industry Jeans
Media Direct marketing
Market Belgium
Agency Mortierbrigade Brussels
Creative Director Joost Berends, Philippe Deceuster, Jens Mortier
Copywriter Tim Geoghegan Tbwa\media Arts Lab
Producer Patricia Vandekerckhove
Released October 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: LEVI'S JEANS
Product/Service: JEANS
Agency: MORTIERBRIGADE
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: MORTIERBRIGADE, Brussels, BELGIUM
Creative Director: Jens Mortier (Mortierbrigade)
Copywriter: Tim Arts (Mortierbrigade)
Art director: Stefan Vandenboogaard (Mortierbrigade)
Producer: Patricia Vandekerckhove (Mortierbrigade)
Strategy Director: Stephanie Zimmermann (Mortierbrigade)
Marketing Manager: Gwen Festraets (Levi's)
Creative Director: Joost Berends (Mortierbrigade)
Creative Director: Philippe Deceuster (Mortierbrigade)
Media placement: direct Mail - europe's Major Fashion Magazines - 01/11/2009
Media placement: online seeding - fashion Blogs, Vimeo, Youtube - 30/11/2009

Describe the brief/objective of the direct campaign.
Levi's Europe wanted to promote their new collection to all the major fashion magazines and get exposure.

Explain why the creative execution was relevant to the product or service.
The editors in chief of those magazines are harassed every day with promotions from brands trying to get some attention. We needed to make them feel unique and privileged and offer something that would not be thrown away after reading. It’s direct, it’s personal, it’s original, relevant, it is there to stay, wear and use.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Since we needed them to write something about Levi’s in their magazines, we wanted to proof they were privileged. We needed to get in direct contact with them. So we sent them a direct mail. A personalised, handwritten, gigantic pop up card. With a closet. Filled with the newest Levi's collection. The closet was produced by Dutch designer Daan de Haan. And illustrator Marianne Lock made the Pop-up Card alive by drawing and write the personal note for every editor in chief on the cardboard.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The editors in chief were very impressed. The pop up closet was a hit at the office. 90% of the magazines still have the closet at their office. 100% of the magazines wrote an article on the new collection. The closet got a lot of online exposure on too. With quite a few demands of people all over the world how to have one.