Challenge: pick one of your agency's brands and develop a multi-screen campaign to run across Microsoft screens, with Xbox being the primary screen. The target audience should be male Millennials and/or 25-44 Mums. Team WolfPack - myself, Adel and Ed - chose Levi's having never worked on the account before. This presentation was OMD UK's office winner.

1. Wolf
planner
Creative
wolf
Strategic
hunter
Ed
Adel
Nuno

2. INTRODUCTION TO LEVI’S
Creation of Levi’s
blue jeans 1870’s
Working class focus
1900’s
Levi’s the brand
1960’s

3. 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

4. WHAT LEVI’S STANDS FOR TODAY
CREATIVITY
EXCELLENCE

5. SYMBOL OF
YOUTH
REBELLION
&

6. 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.

7. 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

8. 2 - HOW BRANDS SELL CUSTOMISATION
Integrate their customers in
their communications
Integrate their customers in the
co-creation of products
Social RecognitionOwnership

9. 3 - LEVI’S PRODUCT INSIGHT
Levi’s products have always been customised by Levi’s fans

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

11. LearnHome
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

12. 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

13. 1- Seeding the campaign
User will download the Levi’s
Unleash Your Style app
ESTABLISH LEVI’S HUB

14. 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

15. 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

16. 4 - Levi’s Create – General
features
Users start selecting their
item to customise with Kinect
using directed by their hands
LearnHome
Create
Gallery Contest
Adel
ENGAGE

17. 5 - Levi’s “Create” –
Unlimited creation
Users can go into deep
customisation and editing
using their hands and voice
Adel
ENGAGE
360 view
LearnHome
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

18. LearnHome 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

19. LearnHome 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…

20. #UNLEASHYOURSTYLE
THE VACCINES
Digital OOH
billboards with
iconic brand
ambassadors will
showcase product
galleries
ATL Activation with brand ambassadors

21. 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

22. 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

23. 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

24. 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

25. 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

26. 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

27. 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

28. THANK YOU!