Microsoft XBox Innovation Challenge 2015 (UK) - Local RTB Winner
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Challenge: pick one of your agency's brands and develop a multi-screen campaign to run across Microsoft screens, with Xbox being the primary screen. The target audience should be male Millennials and/or 25-44 Mums. Team WolfPack - myself, Adel and Ed - chose Levi's having never worked on the account before. This presentation was OMD UK's office winner.
Microsoft XBox Innovation Challenge 2015 (UK) - Local RTB Winner
- 2. INTRODUCTION TO LEVIS Creation of Levis blue jeans 1870s Working class focus 1900s Levis the brand 1960s
- 3. LEVIS BRAND PLATFORM VALUES Authenticity Innovation Quality AMBITION Become the most innovative brand in the jeans market VISION Make modern jeans that allies tradition and innovation MISSION Embody Liberty and Freedom Lifestyle
- 4. WHAT LEVIS STANDS FOR TODAY CREATIVITY EXCELLENCE
- 6. 2015 Levis brief Tailor Shop Objectives Comms Objectives Launch Levis Tailor Shop in the UK Put Levis Front of Mind for clothing customisation Offer services and experiences that drive traffic to Levis速 stores. Empower and educate the consumer on how to customise their Levis速 Capture new consumers with infinite product possibilities Create engaging and sharable content across owned & paid social channels Activate media partnerships that deliver content through partnerships with relevant influencers in the music arena Educate the consumer in the range of Tailor Shop services available Digital KPIs: Reach, social engagement, drive to store.
- 7. 1 TARGET AUDIENCE: MILLENNIALS 18-34 They use customisation to build their own identity and express themselves 1) Use digital to look for inspiration 2) Use digital to connect and communicate with people 3) Use digital to have social recognition and influence with followers, mentions and shares
- 8. 2 - HOW BRANDS SELL CUSTOMISATION Integrate their customers in their communications Integrate their customers in the co-creation of products Social RecognitionOwnership
- 9. 3 - LEVIS PRODUCT INSIGHT Levis products have always been customised by Levis fans
- 10. HOW CAN LEVIS BRING TO LIFE CUSTOMISATION WITH DIGITAL?
- 11. LearnHome Create Gallery Contest T 360 view UNLEASH YOUR STYLE WITH XBOX KINECT MAKE YOUR OWN PIECE OF LEVIS HISTORY AND BE LEVIS NEXT DESIGNER WELCOME TO LEVIS ONLINE TAILOR SHOP
- 12. Inspire and educate about customisation Participate and create within a unique immersive experience Connect and reward participants Drive Traffic in store Comms 1 ESTABLISH Comms 2 ENGAGE Comms 3 ADD SOCIAL VALUE Comms 4 INVITE LAUNCH OF THE LEVIS HUB AND DESIGN CONTEST ON XBOX XBOX CREATE AND SHARE SKYPE NOTIFICATIONS UGC MEDIA BUY CUSTOMISED CREATIONS IN-STORE ROLE OF DIGITAL
- 13. 1- Seeding the campaign User will download the Levis Unleash Your Style app ESTABLISH LEVIS HUB
- 14. Profile Avatar As in social networks, users have access to their account with a summary of their work projects, social mentions and viewable stats displayed in a timeline Learn Home Create Gallery Contest Adel Rank : Beginner Lessons completed 4 Projects started 3 Finalized items 18 Total hours 48h Submission 18 Total views 12,100 Total votes 380 Total shares 10 ESTABLISH LEVIS HUB Welcome Adel 2- Levis Home The homepage will showcase varied amount of content from UGC to Levis curated content with their ambassadors
- 15. 3 - Levis Learn Users swipe to the right/left to learn the basics of clothes customisation. Lessons will be taught with a voice over of the brand ambassadors Learn Home Create Gallery Contest Adel 1 Choose your size ESTABLISH INSPIRE AND EDUCATE
- 16. 4 - Levis Create General features Users start selecting their item to customise with Kinect using directed by their hands LearnHome Create Gallery Contest Adel ENGAGE
- 17. 5 - Levis Create Unlimited creation Users can go into deep customisation and editing using their hands and voice Adel ENGAGE 360 view LearnHome Create Gallery Contest T 360 view Hands put clothes in motion. Item can be folded, stretched Selection button to go to specific areas of your item Copy and paste button to create patchworks Zoom button to see in more details Cut button to remove/rip parts of the item Typo button to add your personal touch. It can switch to handwritten font
- 18. LearnHome Create Gallery Contest Adel Rank : Beginner Lessons completed 4 Projects started 3 Finalized items 18 Total hours 48h Submission 18 Total views 12,100 Total votes 380 Total shares 10 SOCIAL VALUE 6 - Levis Gallery Users can create galleries which are their portfolio of creations. They can submit their creations to Levis to be their next designer after a vote online The Monster Mick Jagger Eff me Im Famous Order Order Order 434 100 56 social experience
- 19. LearnHome Create Gallery Contest Adel Rank : Pro Lessons completed 4 Projects started 3 Finalized items 18 Total hours 48h Submission 18 Total views 12,100 Total votes 380 Total shares 10 REWARD AND INVITE 7 - Contest 10 custom designs will be voted on by the public with the final winner being chosen by the brand ambassadors WOW CONGRATULATION ADEL !! You unleashed Your style! You are now a Levis pro designer! Your Monster Jeans have been voted Best New Product. You are entitled to win an exclusive Levis product deal. Stay tuned about the final round with Levis ambassadors
- 20. #UNLEASHYOURSTYLE THE VACCINES Digital OOH billboards with iconic brand ambassadors will showcase product galleries ATL Activation with brand ambassadors
- 21. Users who dont own an Xbox will have the opportunity to learn and create in-store during the campaign In-store activation with brand ambassadors
- 22. UNLEASH YOUR STYLE WITH CUSTOMISED MEDIA EXECUTION ON MSN Adel UNLEASHED HIS STYLE with Levis #unleashyourstyle Unleash your media creativity! Users who submit to the galleries or who customise clothes in Levis custom shops will see their creations used in interactive bespoke display formats. Upon clicking, targeted audiences will be redirected to the Levis contest page. Gallery page
- 23. UNLEASH YOUR STYLE WITH SKYPE Your friend Adel took part in the Levis designer contest. Discover what he created ! Friends of Skype users who joined the Unleash Your Style experience will be notified on Skype to encourage peer-to-peer participation. Upon clicking, they will be redirected to their friends gallery hosted on the Levis contest page. They will be invited to join the experience if they have an Xbox at home or go visit a local Levis Tailor Shop. Gallery page
- 24. Adel UNLEASHED HIS STYLE with Levis #unleashyourstyle Participation within immersive environment Connect and reward participants Launch Amplification Announcement of Winner Earned Media & Owned channels CAMPAIGN ECOSYSTEM Earned Media & Owned channels Encouraging participation at home and/or visits to store ARTISTS ARTISTS
- 25. Visit Gallery for Inspiration Comments / Vote (Ad Unit / Social Media) At Home Participation App Downloads Participation In Store Sales MEASURING ENGAGEMENT Depth of Interaction Campaign KPIs will reflect consumer engagements
- 26. CAMPAIGN SCHEDULE ESTABLISH ENGAGE AMPLIFICATION WINNER JUNE JULY AUG In-Store Activation, Owned Channels, ATL media Xbox Unleash Your Style App home and store experiential (贈500k) Customised interactive display formats and Skype notifications (贈200K) App TO / MSN TO (贈75k) Estimated Investment on Digital = 贈0.8m
- 27. WHY THIS STRATEGY USING MICROSOFT IS A TAILORED MADE FIT FOR SUCCESS 1 2 We will EXCITE fans via our Kinect In-store customisation activation to showcase a customisable experience like none other. Put Levis Front of Mind for clothing customisation Empower and educate the consumer on how to customise their Levis速 We will provide a platform for self expression to INSPIRE and ENGAGE XBOX users using a dedicated app to show case content which will ELEVATE the Levis brand 3 Using BESPOKE AD UNITS on MSN will we not only gave a sense of FAME and RECOGNITION to consumer but also inspire others to JOIN IN and CREATE Capture new consumers with infinite product possibilities
- 28. THANK YOU!