the colour revolution
DESCRIPTION
To raise awareness of the new 501s whilst re-establishing the 501’s cultural relevance amongst stylish women, ELLEUK and Levi’s formed an original and engaging partnership. ELLE created a stylish interactive media first, running across all platforms, making innovative use of paper, tablet and digital technology. The integrated campaign allowed ELLE users to interact with the Levi’s range and create their own customised fashion looks. In addition, elleuk.com organised a competition for its online users.TRANSCRIPT
UK
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# Creation of a stylish interactive media first, running across all platforms, making innovative use of paper, tablet and digital technology.# Organisation of an online competition offering the chance to win £501 to spend at a Levi’s store or one of 10 pairs of coloured non-denim jeans.
OBJECTIVE
RESPONSE
# To raise awareness of the new 501s whilst re-establishing the 501’s cultural relevance amongst stylish women.
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A 360° CAMPAIGN
WEB
#Takeover #Online competition
#Flip book enhanced for tablet
#8 page flip book
SOCIAL NETWORKS
DIGITAL
#Facebook support
#INTERACTIVE & INTEGRATED PRODUCT CAMPAIGN
ELLE created an 8 page flip book dedicated to Levi’s. Readers were able to flip the page sections to create an array of fashion looks by Levi’s.
The flip book was enhanced for the ELLE tablet app with an interactive ‘swipeable’ flip book. Pop up product info and a click to buy e-commerce facility were also included.
PRINT TABLET
#INTERACTIVE & INTEGRATED PRODUCT CAMPAIGN
One week takeover on elleuk.com/fashion, driving users to the #501 Global Gallery.
Social media helped to create a buzz
WEB SOCIAL MEDIA
#ONLINE COMPETITION
The competition ran on elleuk.com’s editorial WIN channel for one month
Social media promoted the competition
SOCIAL MEDIAWEB
To win £501 to spend at Levi’s or one of 10 pairs of coloured non-denim jeans.
FOR MORE INFORMATION
PLEASE CONTACT:
The Integrated Solutions Department+33 1 41 34 87 39