Levi’s has partnered with global music streaming service, Deezer, in Malaysia to introduce its new women’s denim collection for fall 2015.
In conjunction with the launch, a custom built Levi’s in-app page
(http://www.deezer.com/app/ladiesinlevismy) is exclusively created via the Deezer platform. This page includes a nationwide contest inviting consumers to submit a song that empowers women to its #LadiesInLevisMY collaborative playlist, and to share on their social media.
To promote the campaign, a variety of ad placements will run on Deezer including streaming audio dd, homepage interstitial, mast head takeover, as well as on social media platforms and on Levi’s Malaysia’s website.
The first 300 submissions, matching the theme of the playlist, (The #LadiesInLevisMY Playlist) will also win a Deezer Premium+ subscription gift code, Levi’s vouchers and Levi’s® bluetooth headphones.
The campaign will run on Deezer from 1-30 September 2015. It features multi-Grammy Award winning singer-songwriter, Alicia Keys as the new brand ambassador.
Her new single, 28 Thousand Days, is featured in the campaign, as well as the #LadiesInLevisMY playlist on Deezer.
Anitha Narayanan, country manager of Levi Strauss Malaysia said: “The Levi’s® Brand is pleased to announce a first-of-its-kind collaboration with a global music streaming service, as a digital platform to engage and empower. This collaboration with Deezer is another way for the Levi’s® Brand to connect with our consumers, and to further evoke the spirit of the brand which has always been an embodiment of the events of its time.”
Quentin Charriaut, head of international ad sales of Deezer said: “At Deezer, we believe that music is one of the most powerful ways to connect brands to consumers.”
For the #LadiesInLevis campaign, Pixels and Deezer built a music activation totally dedicated to the New Women’s Denim Collection, leveraging the Deezer catalogue and platform.
The campaign is brokered by Pixels, the multi-screen advertising company’s Kuala Lumpur office, acting as advertising sales partner of Deezer in South East Asia.