Levi's takes moonbathing strategy online

by Emma Rigby, Revolution UK 29-Mar-06

LONDON - Levi's has revealed an integrated pan-European push, which lets users influence the online advertising creative.

A banner campaign on MSN Hotmail will feature creative based on Bartle Bogle Hegarty's "moonbathing" ad campaign -- and things people do at night, to target 15- to 24-year-olds.

First, users see a video streamed into a banner. Then viewers type into the ad what they did last night. The posted comment will then appear in the advertising the next time that ad is shown to that user, who can then click to enter a competition.

The effect is achieved by combining both synchronised ad-technology from Eyeblaster, alongside behavioural targeting technology from Levi's.

This user-generated text feeds to the website's interactive "after dark" section where users can also upload their nocturnal adventures.

European web content includes an exclusive "moonbathing" movie, TV ads and content generated by users about 'what they did last night'.

A Wap site includes a new mobile store Finder service.

The digital campaign supports a through-the-line campaign across TV, retail, and below-the-line, including email.

The creative is by Lateral and media by Starcom.

Helene Venge, digital marketing manager of Levi's Europe, said: "This campaign signifies the strength of the brand's commitment to these channels and to using them in an integrated, context-sensitive way."

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