Levi’s embarks on spring WAP campaign



Clothing firm Levi's Europe is continuing its digital marketing push with a new campaign promoting its 501 brand via WAP mobile phones.

From 7 February, mobile users will be able to view an exclusive preview of the new Levi's commercial via WAP before it airs on TV on 14 February.

The full WAP site launches 11 February, providing behind the scenes footage and wallpapers.

Meanwhile, the spring 501 campaign will launch on eu.levi.com from 11 February, including the full length advert, alongside background information and downloads.

In addition, an online teaser campaign will run on MSN from the 11 February in the UK, Germany, Italy, France and Spain. Showing a snippet of the commercial TVC, it aims to drive users to eu.levi.com to view the full version.

Helene Venge, head of digital marketing Levi's Europe, said: "In line with our overall consumer intimacy and cross-channel strategy, we want to move Levi's further into the mobile content arena, using mobile as a pull medium."

The new campaign follows a recent redesign of the Levi’s Europe website, including a new “Girls Only” section, updated fortnightly. In addition, a “Featured Jeans” section allows users to view jean styles in 360 degrees on a virtual model, and get in-depth information about each style.

The site was developed by Lateral, Levi's European digital communications agency.