I SPY LEVI'S by HOST Sydney for Levi`s

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I SPY LEVI'S

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Industry Jeans
Media Promo & PR, Case study
Market Australia
Agency HOST Sydney
Art Director Fabian Hupfauf
Copywriter Alister Mccann
Digital Creative Director Bob Mackintosh
Released April 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: LEVI'S
Product/Service: JEANS
Agency: HOST
Date of First Appearance: Apr 25 2009 12:00AM
Entrant Company: HOST, Sydney, AUSTRALIA
Digital Creative Director: Bob MacKintosh (Host)
Digital Strategist: Pascal Winkler (Host)
Online Community Manager: Mathieu Abet (Host)
Senior Designer: Andrew Guirguis (Host)
Senior Technical Developer: Werner de Bruin (Host)
Senior Flash Developer: Donal O'Keefe (Host)
Senior Digital Producer: Michael Griffiths (Host)
Copywriter: Alister McCann (Host)
Art Director: Fabian Hupfauf (Host)
Business Director: Matt Cooney (Host)
Account Director: Dennelle Exton (Host)
Account Director: Tiffany Hunter (Host)
Account Manager: Leonora Hopkins (Host)
Experiential Business Director: Jodie Couzens (Host)
Managing Director: Kat Thomas (One Green Bean)
Senior Account Manager: Katie Graham (One Green Bean)
Media placement: Website - Twitter Page - 25/04/2009
Media placement: Experiential - Street Teams - 25/04/2009

Results and Effectiveness
• People chased our reps in cabs, ran across town in high heels, called in sick, and organised office teams for the hunt • Several national TV stations and newspapers picked up the story, Channel V broadcast a Twitter-hunt, and more than 100 blogs dedicated an article to I Spy Levi’s – reaching 1.7 million people • Through re-tweets and @replies we reached more than 300,000 people on Twitter • Levi’s mentions in social media were up 325% • Purchase intent increased from 7% to 11% • Levi’s is now implementing the campaign in several markets across Europe and Asia

Creative Execution
The idea was I Spy Levi’s. A real world ‘catch me if you can’ game that used mobile, Twitter and PR as amplification channels. Here’s how it worked… 1) Levi's reps walked around key cities across Australia and New Zealand wearing new jeans from the Levi’s range. 2) They then released clues and hints about where they were via Twitter - and cryptic photos of what they were wearing. Followers could interact and piece the clues together to find the person wearing the jeans. 3) If they spotted our rep and asked the wearer “Are those Levi’s?” the Levi’s rep would drop their pants and hand over the jeans on the spot. 4) Over 400 winners were individually photographed and posted online to stimulate further buzz and awareness of the Levi’s range.

Insights, Strategy & the Idea

For decades, Levi’s has been the definitive symbol of youth and rebellion. However the definitive denim brand has recently faced a strong challenge from a plethora of young brands like Ksubi, Nudie etc. Today the core audience of 18-24 year-olds perceive Levi’s as 'dad’s jeans', with little awareness of the range beyond 501's. Our approach to change perception of Levi’s jeans - traditionally a big TV and cinema advertising led brand – was to go back to basics, get our jeans onto the audience’s bums and into their conversations. We needed a vehicle to showcase our whole range of progressive cuts – using channels that reach the audience cost-effectively and prompt them to influence their peers. Our campaign launched in April 2009, when Twitter was just hitting mainstream and therefore the perfect channel to engage the curious urban crowd, but also to reach the broader ‘fashionable majority’.