Levi’s is a trusted brand with a long history of great denim, but when they wanted to break into the growing commuter/urban market, Levi’s knew it was crucial to be seen as legitimate in the eyes of the brand-conscious target consumer. So Levi’s looked to ECHOS to deliver the message with an aggressive corporate public-relations campaign that saturated lifestyle media with the product.
Editorial was crucial but not the overall goal: We identified the most influential shops to sell the line and jump-started sales by designing and manufacturing unique displays and hosting legendary parties to spread the word. We executed a collaboration project with cycling royalty by developing a custom Levi’s Commuter Jacket program, which integrated their identity with the Levi’s product.
ECHOS developed eight markets (NYC, PHI, CHI, MPLS, AUS, LA, SF, and PDX), identified and engaged with shops, created word-of-mouth and viral buzz globally while driving the message with public relations. The Commuter program went global – the success continues to amaze top Levi’s executives.