Levi`s Promo, Case study NORTE A SUR by Dieste Harmel & Partners

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Industry Clothing
Media Promo & PR, Case study
Market United States
Agency Dieste Harmel & Partners
Creative Director Alex Duplan
Released July 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: LEVIS
Product/Service: LEVIS
Agency: DIESTE
Date of First Appearance: Jul 9 2010
Entrant Company: DIESTE, Dallas, USA
Creative Director: Alex Duplan (Dieste)
Brand Leadership: Sandra Esquibel (Dieste)
Director Interactive: Gavin Twigger (Dieste)
Creative Director Of Interactive: Santiago Bourges (Dieste)
Director Of Strategic Planning: Elizabeth Fauerso (Dieste)
Media placement: TV - Discovery En Español - 07/09/2010
Media placement: Online - Facebook - 07/09/2010
Media placement: Banner - OOH - 07/09/2010

Insights, Strategy & the Idea
• Generate awareness of the Levi’s ® Brand and its new product collection, Work Wear amongst young Hispanic consumers.
• Bring to life Levi’s® “Go Forth” campaign and the brand’s pioneering spirit in a unique and relevant way for the young, progressive Hispanic consumer, by driving engagement across multiple platforms
• Build on Levi’s® Hispanic Database

Creative Execution
We brought Levi’s® pioneering spirit to life via a 10-episode TV Series called Norte a Sur: Una Ruta, 5 Experiencias that documented the journey of five young Hispanic progressive as they traveled from Alaska to Argentina along the Pan American Highway. On this journey, they connected with their cultural roots and partnered with liked-minded pioneers to improve local communities. The show aired on Discovery en Español on Saturday nights.
Each episode documented authentic and genuine experiences that supported the idea of ‘Go Forth’ and being a pioneer of change. The cast was made up of the 5 young Latinos who represented the target audience, and Levi’s® Work Wear collection was integrated within the cast’s wardrobe in an authentic and organic way.

Iphone APP
Digital media
Radio Station DJs
Public Relations
Retail Program

Results and Effectiveness
TV Series
Delivered Net Average TV Rating 50% higher than goal
Over 53 million impressions boosted awareness of Levi’s® brand and new Work Wear collection
Hispanic database doubled

Iphone APP
Drove activated a fan base for TV show

Over 27,000 visitors to site
200 visits per day
Over 2:00 minutes on site
28% of visitors to site clicked through to levi.com

Over 4,000 Facebook fans

POS, radio, digital, and mobile generated awareness
Over 7,761,900 impressions delivered
2,814 total votes high repeat engagement, averaging 4 votes per user
70% of mobile users and voting participants added to database