Levi`s Promo, Case study LEGEND OF HOMER CAMPBELL by Ogilvy & Mather Beijing

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Industry Clothing, Jeans
Media Promo & PR, Case study
Market China
Agency Ogilvy & Mather Beijing
Creative Director Yanyan Yang
Art Director Zhao Xiaoyu, Jimmy Wang
Copywriter Oliver Tang
Released May 2010

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Advertiser: LEVI'S
Product/Service: CLOTHING
Date of First Appearance: May 1 2010
Entry URL: http://www.our-work.org/levis/legend
Execuive Creative Director: Doug Schiff (Ogilvy Beijing)
Creative Director: Yanyan Yang (Ogilvy Beijing)
Associate Creative Director: Jimmy Wang (Ogilvy Beijing)
Art Director: Jimmy Wang/Zhao Xiaoyu (Ogilvy Beijing)
Copywriter: Oliver Tang (Ogilvy Beijing)
Account Team: Bel Shi (Ogilvy Beijing)
Agency Producer: Wang Daqing, Zhuang Yu (Ogilvy Beijing)
Media placement: Website/on Premise - Website/on Premise - May, 2010

Insights, Strategy & the Idea
Levi's wanted to have a promotion based on their limited edition 'Homer Campbell' jeans. So how could we make it the most interesting and engaging? The objective was really to engage the youth market in the rich brand heritage of Levi’s. The youth market of 18-28 were the core target for this promotion. So we wanted to do something online, but also at the stores.

Creative Execution
The Homer Campbell story was one that could bring out the special trait of originality that's synonymous with Levi's. Therefore a promotion was built around his unique story.

With the limited edition Levi's being promoted and eventually given away, live video of the storefront being seen on the website allowed online viewers to participate in the contest wherever they were.

The cutting-edge technology and 'being there' idea reflected the brand originality as well as its strength as an innovator. Also, the way the campaign reflected the retro historic event of Homer Campbell also brought relevance to the brand while supporting its heritage.

Results and Effectiveness
Over 12,000 people participated online, twice the client's goal. And a good amount of media coverage about the simultaneous offline/online promotion helped the brand gain some helpful recognition for innovation and 'cool' factor.