NEW DELHI: Curves are back. The Levi’s® Curve ID has redefined the approach that women would take in fitting into jeans. Size does not matter anymore. Instead the Levis jeans will simply take the shape of the body. Quite like custom-made, the new line Levi’s® Curve ID is available in three fits -- ‘Slight’, ‘Demi’ and ‘Bold’. And to promote the new line in India, Levis has taken the outdoor route, partnering Percept Out-of-Home (OOH).
The outdoor campaign with the brand mantra ‘We believe it’s about Shape not Size’ has been rolled out in 13 cities including Mumbai, Delhi, Bangalore, Pune, Chandigarh, Jaipur, Lucknow, Agra, Hyderabad, Chennai, Kolkata and Guwahati. The campaign will run until January 15.
Keeping in view the niche TG, Percept OOH has used media at locations that are frequented by women while they are shopping or generally catching up with life. Innovations such as cutouts of models have also been used to communicate the brand essence. Thus places like malls, multiplexes and cafes in the target cities are dotted with the campaign displays; Cafe Coffee Day outlets being among the locations.
Branding has been done at multiplexes like PVR, INOX & FUN Cinemas, where the holiday crowd congregates in large numbers. These displays in these locations have been placed at strategic locations, creating both larger-than-life and multi-dimensional effects.
In addition, Percept OOH has used conventional media on key arterial routes in the target cities, especially the ones leading to malls, multiplexes and cafes. Mobile media too came in wherever required to support conventional and unconventional media.
Commenting on the campaign, Sanjay Pareek, president, Percept OOH, said, “Percept’s planning approach was to use media assets across those formats -- malls, multiplexes and cafes – where the dwell time for the target customer is higher. Hence, they were given more emphasis than just large format conventional outdoor assets, so as to get better RoI for the client through higher OTS and reach. The client was also very supportive of this planning approach.”
Elaborated Rajneesh Bahl, business head – outdoor, Percept OOH, “The brief was very simple, loud and clear. The target audience
comprises women so we sought to create awareness of the benefits of the brand and what the 3 different fits are all about. It was clear that it’s just not about going loud across the streets this time, rather have a sniper approach and catch the TG wherever they are or would be.”
He added, ”It was more about the leisure and hangout areas such as malls, multiplexes and cafes where the TG spends their maximum time either shopping or catching up with their favourite stars on a movie or updating themselves about what’s ‘in’.
Hence malls, multiplexes and cafes had a major role to play.”
The campaign also underlined how the outdoor is being progressively used to tap into the women audience on the move. The Levi’s Curve ID is typically targeted at this very segment.
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