ASIA-PACIFIC Levi's Asia-Pacific web portal has undergone a complete revamp as the clothing brand seeks to deepen the connection it shares with Asian consumers.
Developed by OgilvyOne Singapore, the new site —www.ap.levi.com — blends the brand's heritage message with a younger, more contemporary feel, according to OgilvyOne Singapore ECD Peter Moss.
The revamp signals a shift in strategy for Levi's, which in the past has traditionally used its website as a portal to markets and a communications platform for new campaigns.
Moss noted that although the agency was originally briefed to impart the brand's heritage message to consumers, it quickly developed into a more comprehensive approach.
"We said history is okay, but why don't we make it incredibly Asian and incredibly relevant, and then we can look at building in a heritage element," said Moss. "We wanted to look at Asia and celebrate some Asian street style, which makes sense for the brand."
Upon visiting the site, consumers are greeted with street scenes from key Asian cities, including Tokyo and Hong Kong, before being transported to a standardised page "which could be any city in Asia", said Moss.
With Levi's advertising for its brands adorning the sides of buildings, visitors can then access other parts of the site, which will evolve in coming months to include 'rooms in buildings' to convey the bigger Levi's brand story.
"The first room will look at the Levi's brand story through the eyes of Phunk Studio, a bunch of designers with a lot of street cred, who are putting together their interpretation of the Levi's brand," said Moss. "We want a living, breathing site which will be updated as we go."
The website revamp preceded the launch of a new viral drive for Levi's Hong Kong's Type 1 Jeans, targeting teens and young adults aged 14 to 24. Developed by Tequila\Hong Kong, the 'How bold are you' campaign builds on the consumer insight that being bold is about individual choice. A 'Bold' video competition enables consumers to upload and share video clips to win HK$5,000 (US$650) from Levi's.
The initiative has been spearheaded by an online teaser with three unbranded video clips on YouTube, showing a young couple in Hong Kong and their unconventional pets, including a piglet and a large lizard. The campaign will run for the next month, and includes online, print and PR. OMD handled media planning and buying.