Case Study

Situation:

• Levis aired a gritty, edgy spot in Sept. 2009 focused on their jean’s toughness.
• Goal: appeal to a younger demographic.
• The creative had a “home movie” feel with a scratchy male voice over a noisy background.
• An $18 million media buy ran nationally for four weeks.
• The Ad suddenly disappeared, then reappeared six weeks later with a new soundtrack.

Results:

• The first version of the spot was more than 200 points below norm.
• Viewers found the voice over difficult to understand and somewhat disturbing.
• The revamped version scored more than 60 points higher than the original.
• Though still below industry norms, the simple, inexpensive change was successful.