Häberlein & Mauerer AG / Kunden / Levi's® / Levi’s® Unbuttoned Tour 2009

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(Photos: Eddy Meltzer)

Levi’s® Unbuttoned Tour 2009

With French electro-disco-rock onboard, Levi’s® toured the trendiest clubs in German-speaking Europe.

BusyP, the head of the globally successful Parisian record label EdBanger, joined DJ Kavinsky to spin disks and spread French charm for the Levi’s® fashion brand. Supported by autoKratz, the duo of live-sound artists from England, the two DJs brought “The Rock Principle” back to the clubs. Under the slogan “EdBangers Go Crazy,” the youthful target group between the ages of 20 and 30 partied the night away at clubs in Zurich, Cologne, Frankfurt, Munich, Vienna and Hamburg.

Häberlein & Mauerer conceived all ideas and implemented all measures for tour: the bandwidth ranged from the website to the giveaways. In addition to a classical print-media campaign with advertisements and advertorials in relevant media, special attention was also given to social-media channels in the Internet. Additional contents about the club tour were communicated through the blog and via the Facebook profile of Red-Tab.com. For the first time, pre-events were also organized for dealers at each stop along the tour’s itinerary, thus strengthening identification with the Levi’s® brand in the retail sector.

The visual translation of the brand’s message, as well as the overall lighting-technical decorations and animation in each club, were entrusted to the Viennese visual artists “strukt.”

Here more about the project.

Services
Developed the Red-Tab.Com independent marketing channel; implemented and communicated the entire project, both online and offline; planned and coordinated the club tour and its accompanying activities.

Timeframe
May 14, 2009 to May 23, 2009