CHALLENGE

Levi’s 501 ‘Live Unbuttoned’ is the brand’s first truly global campaign, with the 501 jean’s trademark button-fly at the centre of it. When it launched, a series of TV commercials showed characters unbuttoning themselves in celebration of a free spirit – in speech, expression or desire. These TV commercials were the main advertising channel for this campaign.

However, these risqué commercials did not pass the censorship board in Malaysia. How else could the campaign gain ground amongst the target market?

SOLUTION

We took the campaign online to the target market of 18 - 25 year-olds.

In an industry first, rich media banners allowed users to download a widget directly to the desktop, without going through a microsite. This widget works as a clock that animates at exactly 5.01pm every day to offer a fun tip on how to Live Unbuttoned. This widget also showcases the range of Levi’s 501 designer buttons.

Compared to a 30-second commercial, the widget created 24/7 brand presence on the target’s computer desktop – and was something fun to look forward to, each day.

RESULTS

• Wider reach
  With the given budget, airing of a 30-second TV commercial would have only reached a viewership of 0.9 million. Online, Levi’s garnered 1.7 million unique views on the web banner, almost 200% more than TV would have.


• More user engagement
  While a TV commercial has 0 user engagement, Levi’s recorded that 516,000 users interacted with the banner and drove a total of 92,600 visits to Levi’s ‘Live Unbuttoned’ site in 1 month.


• Greater brand presence
  The widget created 24/7 brand presence compared to a 30-second TV commercial – and was something fun to look forward to, each day.


• Increased sales
  Levi’s 501 sales for 2008 increased more than 50% compared to the previous year’s sales contribution.