Levi’s® Music
The fashion label Levi’s® has sponsored its own Club Tour since the beginning of 2007. Twice each year, the hippest bands and DJs in five German metropolises, as well as in Vienna and Zurich, lure night owls to the best clubs in each city.
Current information and facts worth knowing about the Club Tour are posted on the www.red-tab.com music platform, which is conceived to function as an interface between the digital and analogue music-related activities of Levi’s®. The website contains an entertainment area, plus information about cooperations with record labels and special editions created in collaboration with the artists.
Throbbing beats, hot nights in clubs, and the scene’s most exciting top acts
Häberlein & Mauerer started a “lady’s choice” event under the motto “Rebellious Girls” in the fall of 2007. With Uffie & DJ Feadz, the Brazilian Girls and DJane Maral Salmassi, the hippest female live acts embarked on their trip through Germany, Austria and Switzerland. The call had gone out in advance to opinion leaders and to the press via posters, flyers and invitations.
Häberlein & Mauerer conceived the idea and implemented all of the tour’s measures from the website to the giveaways. Onsite, Häberlein & Mauerer equipped artists and personnel with Levi’s® jeans and also branded the clubs with live visuals by well-known VJanes. The successful project continued with the “Levi’s® Unbuttoned Tour” in the fall of 2008.
Services
Development of an independent marketing channel; idea, concept, implementation and communication for the entire project (online and offline).
Timeframe
Since January 2007
Contact
BER: +49 (0)30 7262080
Eddy Meltzer
