TIME WILL TELL by Ogilvy & Mather Beijing for Levi`s

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TIME WILL TELL

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Industry Jeans
Media Promo & PR, Case study
Market China
Agency Ogilvy & Mather Beijing
Executive Creative Director Doug Schiff
Creative Director Yanyan Yang
Art Director Jimmy Wang
Released November 2009

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: LEVI'S
Product/Service: JEANS
Agency: OGILVY BEIJING
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: OGILVY BEIJING, CHINA
Executive Creative Director: Doug Schiff (Ogilvy & Mather Beijing)
Creative Director: Yang Yanyan (Ogilvy & Mather Beijing)
Art Director: Jimmy Wang (Ogilvy & Mather Beijing)
Copywriters: Doug Schiff/Li Wenjun/Oliver Tang (Ogilvy & Mather Beijing)
Multimedia Director: Ryan Liu (Ogilvy & Mather Beijing)
Account Team: Cicy Cui/Shi Xiaobei (Ogilvy & Mather Beijing)
Media placement: Wallpaper (online) - Online-download - 01/12/2009

Results and Effectiveness
The Time Will Tell wallpaper created the process of breaking-in a pair of Levi's 501 jeans in a place where the target spent huge amounts of their time. So it efficiently reached the target, with the right message and in a fresh way. Within two months, over 43,000 downloaded the wallpaper. No other incentives were attached to the wallpaper, but it's a safe bet that this digital piece worked as an incredibly hard-working loyalty programme as it lived right there on the target's desktop.

Creative Execution
Levi's 501 owners love the process of breaking-in a pair of jeans, as they get faded and familiar, becoming their own and fitting just right. We wanted, if we could, to reflect this process online, through digital communication, since the youth target spend so many hours in front of their computers. So digital wallpaper was designed which was very unique. With every mouse movement across the desktop that the user made, the jeans could gradually, over time, be uniquely broken in. This wallpaper could be downloaded from the 501 site (for PC only).

Insights, Strategy & the Idea
In Asia, Levi’s doesn't have the same iconic status as in the States or even Europe. But there is growing understanding among most about its long history and that the brand stands for originality and self-expression. For this work Levi's wanted to have a way of reaching the youth market, and supporting the growing desire for self-expression. They also wanted to reach them in a way that felt, fresh and true to the 501 brand.