Levi’s to use mobile pull — MobileMonday Global: Industry News

^{Embarks on spring WAP campaign} Levi’s to use mobile pull

4 Feb 2005 at 17:39 GMT Timo Poropudas

Clothing firm Levi’s Europe is planning a new campaign promoting its 501 brand via WAP mobile phones. From 7 February, mobile users will be able to view a preview of the new Levi’s commercial via WAP before it airs on TV on 14 February.

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. It aims to drive users to eu.levi.com to view the full version.

According to Netimperative web service 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.”