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When it comes to finding the perfect fit of jeans, women often struggle to find the pair that is ‘just right’. Levi’s solved this problem by creating 4 specific curves; Slight, Demi, Bold & Supreme specific to different body shapes. Women discover their Curve ID by being measured by a Levi’s fit specialist who has been well trained in the practice of measuring the curves of ones body. By taking the measuring experience to girls on campus, female students enjoyed the Levi’s Mirror Mirror trailer. They were invited to get measured, discover their Curve ID and get fitted into the perfect pair of Levi’s Curve ID jeans. They were then treated to a Revlon mini-makeover followed by a Cosmo on Campus photo shoot. Photographs were printed as false magazine covers for the girls to take away but were also uploaded after each activation onto www.jeansforus.co.za where they could be shared on Facebook. One winner per campus was selected and the ultimate winner will win a shoot with Cosmopolitan Magazine!
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Take the measuring experience to students and inspire female students to LOVE their curves & embrace the idea that sexy is about shape, not size!
3069 girls measured and interacted with!
Premarketing teaser team handing out postcards with activation information day before activation began. SMSes sent out on the morning of day 1.
Levi’s Curve ID Measuring experience – girls get measured, discovered their CURVE ID and find the perfect the pair of jeans!
Revlon Beauty Studio – Girls were treated to a mini-makeover by Revlon
Cosmo on Campus Shoot! – Girls have a photoshoot, photos printed as Cosmo on Campus false covers and stand a chance to win a shoot with Cosmopolitan!
Sexy, it’s about SHAPE, not SIZE!
Find more CASE STUDIES @ www.studentmarketing.co.za
