Category

Award

REAR VIEW GIRLS

ClientLEVI STRAUSS & CO, SAN FRANCISCO
ProductCURVE ID JEANS
EntrantCOLENSO BBDO Auckland, NEW ZEALAND
Type of EntryTechnique
CategoryBest Use of Digital PR
TitleREAR VIEW GIRLS
Product/ServiceCURVE ID JEANS
Entrant Company:COLENSO BBDO Auckland, NEW ZEALAND
PR/Advertising Agency:COLENSO BBDO Auckland, NEW ZEALAND
Credits
Name Company Position
Nick Worthington Colenso BBDO Executive Creative Director
Levi Slavin Colenso BBDO Creative Director/Copywriter/Art Director
Jae Morrison Colenso BBDO Art Director/Copywriter
Kia Heinenn Colenso BBDO Art Director/Copywriter
Zoe Hawkins Colenso BBDO Copywriter/Art Director
Scott Coldham Colenso BBDO Group Account Director
James Moore Flying Fish Producer
Sam Attenborough Flying Fish Producer
Mike Hammond Colenso BBDO Editor
Flying Fish Production Company

Describe the campaign/entry:

Levi Strauss & Co San Francisco approached us with a brief. They had a good news story they wanted help telling. For ages, Levi’s haven’t been famous for their flattering fit on women - and that was all about to change with the launch of a new product, CURVE ID. A range of jeans that fit shape, not size. So girls can feel confident in their jeans again. They wanted us to start a conversation to support the global product launch. The brief: Levi’s CURVE ID make your bum look great. The goal: 100,000 hits on Youtube. They gave us $10k and a pair of CURVE ID. Instead of pointing a camera at the girls wearing the product, we put the girls in control and pointed the camera at the voyeurs. The ultimate product demonstration - planting a tiny hidden camera in our girls’ jeans, busting all the people who stared. Within 10 days our clip had been viewed 8 million times. Parodied by Conan O’Brien, The Sun, and debuting at number 1 on Ad Age’s Viral video chart, with consumer versions scattered all over the internet. They asked us to start a conversation. We created a social phenomenon.

Describe the brief from the client:

Goal: Achieve 100,000 hits on Youtube.

Results:

• Total views exceeded objectives by +8,000% with over 8,000,000 views in ten days.

Execution:

Conduct outreach to targeted sites, communities, and individuals to initiate discussion and excitement around Rear View Girls video on blogs, Facebook, and Twitter. Each message is individually crafted based on target vertical, site, and intended audience including Local Los Angeles, Men’s Interest, Women’s Interest and Pop Culture/Internet Buzz. PHASE 2: Integrate outreach with Levi’s PR to reveal brand message of Rear View Girls video including Advertising, Marketing and Fashion sites. Based on the immediate success of the film, phase one was not completed in its entirety – as conversation around the brand became prevalent very quickly.

The Situation:

A global marketing launch of CURVE ID was happening anyway. Levi’s wanted to ensure the brand got social currency around the time of the mainstream communications launch.

The Strategy:

Create the ultimate product demonstration that turns viral. Target fashion forward women on the web with the demonstration. Use the demonstration to engage Levi’s broader audience on the social web, on video sites, blogs and social communities to initiate and fuel conversations.