Wolf planner

Creative wolf

Strategic hunter

Ed Adel Nuno

INTRODUCTION TO LEVI’S

Creation of Levi’s blue jeans 1870’s

Working class focus 1900’s

Levi’s the brand 1960’s

LEVI’S BRAND PLATFORM VALUES

Authenticity Innovation

Quality

AMBITION Become the most

innovative brand in the jeans market

VISION Make modern jeans that allies tradition

and innovation

MISSION Embody

Liberty and Freedom Lifestyle

WHAT LEVI’S STANDS FOR TODAY

CREATIVITY

E X C E L L E N C E

SYMBOL OF

YOUTH

REBELLION &

2015 Levi’s brief

Tailor Shop Objectives

Comms Objectives

Launch Levi’s Tailor Shop in the

UK

Put Levi’s Front of Mind for clothing customisation

Offer services and experiences that drive traffic to Levi’s® stores.

Empower and educate the consumer on how to customise their Levi’s®

Capture new consumers with infinite product possibilities

Create engaging and sharable content across owned & paid social channels

Activate media partnerships that deliver content through partnerships with relevant influencers in the music arena

Educate the consumer in the range of Tailor Shop services available

Digital KPIs: Reach, social engagement, drive to store.

1 – TARGET AUDIENCE: MILLENNIALS 18-34

They use customisation to build their own identity and express themselves

1) Use digital to look for inspiration

2) Use digital to connect and communicate with people

3) Use digital to have social recognition and influence with followers, mentions and shares

2 - HOW BRANDS SELL CUSTOMISATION

Integrate their customers in their communications

Integrate their customers in the co-creation of products

Social Recognition Ownership

3 - LEVI’S PRODUCT INSIGHT

Levi’s products have always been customised by Levi’s fans

HOW CAN LEVI’S BRING TO LIFE CUSTOMISATION WITH DIGITAL?

Learn Home

Create

Gallery Contest

T

360 view UNLEASH YOUR STYLE

WITH XBOX KINECT

MAKE YOUR OWN PIECE OF LEVI’S HISTORY

AND BE LEVI’S NEXT DESIGNER

WELCOME TO LEVI’S ONLINE TAILOR SHOP

Inspire and educate about

customisation

Participate and create within a

unique immersive experience

Connect and reward participants

Drive Traffic in store

Comms 1

ESTABLISH

Comms 2

ENGAGE

Comms 3

ADD SOCIAL VALUE

Comms 4

INVITE

LAUNCH OF THE LEVI’S HUB AND

DESIGN CONTEST ON

XBOX

XBOX CREATE AND SHARE

SKYPE NOTIFICATIONS

UGC MEDIA

BUY CUSTOMISED CREATIONS IN-STORE

ROLE OF DIGITAL

1- Seeding the campaign User will download the Levi’s Unleash Your Style app

ESTABLISH LEVI’S HUB

Profile Avatar As in social networks, users have access to their account with a summary of their work projects, social mentions and viewable stats displayed in a timeline

Learn Home

Create Gallery Contest

Adel

Rank : Beginner Lessons completed 4 Projects started 3 Finalized items 18 Total hours 48h

Submission 18 Total views 12,100 Total votes 380 Total shares 10

ESTABLISH LEVI’S HUB Welcome Adel

2- Levi’s Home The homepage will showcase varied amount of content from UGC to Levis curated content with their ambassadors

3 - Levi’s Learn Users swipe to the right/left to learn the basics of clothes customisation. Lessons will be taught with a voice over of the brand ambassadors

Learn Home Create Gallery Contest

Adel

1 – Choose your size

ESTABLISH – INSPIRE AND EDUCATE

4 - Levi’s Create – General features Users start selecting their item to customise with Kinect using directed by their hands

Learn Home Create

Gallery Contest

Adel

ENGAGE

5 - Levi’s “Create” – Unlimited creation Users can go into deep customisation and editing using their hands and voice

Adel

ENGAGE

360 view

Learn Home Create

Gallery Contest

T

360 view

Hands put clothes in motion. Item can be folded, stretched…

Selection button to go to specific areas of your item

Copy and paste button to create patchworks

Zoom button to see in more details

Cut button to remove/rip parts of the item

Typo button to add your personal touch. It can switch to handwritten font

Learn Home Create Gallery

Contest

Adel

Rank : Beginner Lessons completed 4 Projects started 3 Finalized items 18 Total hours 48h

Submission 18 Total views 12,100 Total votes 380 Total shares 10

SOCIAL VALUE

6 - Levi’s Gallery Users can create galleries which are their portfolio of creations. They can submit their creations to Levi’s to be their next designer after a vote online

The Monster

Mick Jagger

Eff me I’m Famous

Order Order Order

434 100 56

social experience

Learn Home Create Gallery Contest

Adel

Rank : Pro Lessons completed 4 Projects started 3 Finalized items 18 Total hours 48h

Submission 18 Total views 12,100 Total votes 380 Total shares 10

REWARD AND INVITE

7 - Contest 10 custom designs will be voted on by the public with the final winner being chosen by the brand ambassadors

WOW CONGRATULATION ADEL !!

You unleashed Your style! You are now a Levi’s pro designer! Your Monster Jeans have been voted Best New Product. You are entitled to win an exclusive Levi’s product deal. Stay tuned about the final round with Levi’s ambassadors…

#UNLEASHYOURSTYLE

THE VACCINES

Digital OOH billboards with iconic brand ambassadors will showcase product galleries

ATL Activation with brand ambassadors

Users who don’t own an Xbox will have the opportunity to learn and create in-store during the campaign

In-store activation with brand ambassadors

UNLEASH YOUR STYLE WITH CUSTOMISED MEDIA EXECUTION ON MSN

Adel UNLEASHED HIS STYLE with Levi’s #unleashyourstyle

Unleash your media creativity! Users who submit to the galleries or who customise clothes in Levi’s custom shops will see their creations used in interactive bespoke display formats. Upon clicking, targeted audiences will be redirected to the Levi’s contest page.

Gallery page

UNLEASH YOUR STYLE WITH SKYPE

Your friend Adel took part in the Levi’s designer contest. Discover what he created !

Friends of Skype users who joined the Unleash Your Style experience will be notified on Skype to encourage peer-to-peer participation. Upon clicking, they will be redirected to their friend’s gallery hosted on the Levi’s contest page. They will be invited to join the experience if they have an Xbox at home or go visit a local Levi’s Tailor Shop.

Gallery page

Adel UNLEASHED HIS STYLE with Levi’s #unleashyourstyle

Participation within immersive environment

Connect and reward participants

Launch Amplification Announcement of Winner

Earned Media & Owned channels

CAMPAIGN ECOSYSTEM

Earned Media & Owned channels

Encouraging participation at home and/or visits to store

ARTISTS ARTISTS

Visit Gallery for Inspiration

Comments / Vote (Ad Unit / Social

Media)

At Home Participation – App

Downloads

Participation In Store

Sales

MEASURING ENGAGEMENT

Depth of

Interaction

Campaign KPIs will reflect consumer

engagements

CAMPAIGN SCHEDULE

ESTABLISH

ENGAGE

AMPLIFICATION

WINNER

JUNE JULY AUG

In-Store Activation, Owned Channels, ATL media

Xbox Unleash Your Style App – home and store experiential (£500k)

Customised interactive display formats and Skype notifications (£200K)

App TO / MSN TO (£75k)

Estimated Investment on Digital = £0.8m

WHY THIS STRATEGY USING MICROSOFT IS A TAILORED MADE FIT FOR SUCCESS

1 2

We will EXCITE fans via our Kinect In-store customisation activation to showcase a customisable experience like none other.

Put Levi’s Front of Mind for clothing customisation

Empower and educate the consumer on how to customise their Levi’s®

We will provide a platform for self expression to INSPIRE and ENGAGE XBOX users using a dedicated app to show case content which will ELEVATE the Levis brand

3 Using BESPOKE AD UNITS on MSN will we not only gave a sense of FAME and RECOGNITION to consumer but also inspire others to JOIN IN and CREATE

Capture new consumers with infinite product possibilities

THANK YOU!