Results and Effectiveness

Levi’s Brand acquired thousands of new ardent fans, of both sexes. After 2 months of media communication, Levi’s CurveID managed to increase sales by 20%, exceeding the single digit expectation. The successful of acknowledgement task has been proved by number of store visits, where 80% of customer asked for CurveID without any lead by sales person. In 4 weeks of online campaign, thousand of members registered through the official Levi’s Thailand website representing the largest influx since it’s creation.

Creative Execution

Curiously contoured backsides protruded walls and adorned public spaces as a celebration of femininity. Underground walkways leading to Levi’s retail stores were wrapped with 3 female shapes, decorated with 3D materials that highlighted the curve and the fabrics. Curve ID Branded content; Girl's ID by Levi's and Fan Pan Tae promoted awareness and participation in Levi’s Levi’s CurveID-Girl Challenge, a national roadshow in search for the official face of Curve ID. Terminal 21, the location of Levis flagship hosted the finals and was broadcast through the TV show and on-line platform. Levi’s branded content made our ‘CurveID discovery’ informative, fun and easy to understand; Supported by traditional print and local website we pushed interactive games, “which curve you are” that provided consumers material to redeem free premiums in store.

Insights, Strategy and the Idea

Levis–Once the epitome of cool stylized youth had become ‘the middle-aged’ guy in the room. Re-cast by new entrants the brand needed immediate reconsideration and renewed appeal among female fashionistas. Our client’s research showed that young females possessed any one of 3 shapes. Moreover when it came to clothes, they were fitting product up to 10 times just in order to find the one that fits their curves and compliment their ‘unique’ body shape. The strategy was to instill consumer confidence Levi’s understood their quest for the perfect fitting jeans and that their particular shape featured within the collection at the store –Levi’s CurveID was born. We paired Levi’s CurveID with Thailand’s most popular game show and music program and drove reconsideration through cross-platform media partnerships. CurveID media promoted as a sense of uniqueness and inclusion designed to disrupt the uber-cool, aloof advertising imagery portrayed by the newer fashion brands.