As part of the continuous development of their digital strategy, Levi’s® Europe are extending their use of the mobile channel.

The mobile move was initiated in November by the introduction of the Levi's® Mobile Audio MiXer. This next phase sees the deployment of WAP as a means to extend the reach of the brand as well as launch and sustain the Spring 501® campaign.

“In line with our overall consumer intimacy and cross-channel strategy, we want to move Levi’s® further into the mobile content arena, using mobile as a pull medium. The approach is to offer the target audience downloadable content that they can send to each other, or applications that enable their own creativity is. A WAP site is a complementary communications channel to the website that extends the reach of the brand, and we will be looking to evolve our use of WAP over the course of the year.” Said Helene Venge, head of Digital Marketing Levi’s® Europe.

Mobile phone users will be able to catch an exclusive preview of the new Levi’s® TVC on 7th February via WAP before the TVC airs on February 14th. 
The full WAP site launches Feb 11th and will act as a conduit to disseminate brand promotions and mobile content associated with the overall campaign, such as the Film Of The Film, wallpapers, etc. The WAP site is located from

The 501® campaign website content will launch on Feb 11th incl the full length TVC, background information not available elsewhere, and downloads en masse.

In addition to the WAP site and the campaign content on, an online teaser campaign will run on MSN Feb 11-14 in the 5 key markets, UK, Germany, Italy, France, Spain. Showing a snippet of the TVC, it aims to drive users to to view the full version.

But there’s more than the 501® campaign! has been totally refreshed. Significant is the re-launch of the extensive section for Girls, Girls Only. This section continues to be a huge success with many loyal visitors who we aim to please! So Girls Only will sport a new look as of Feb 3rd.

“Square boxes are out in this fresh approach, which segments the screen with asymmetric panels of colour and dynamic diagonal dividers. Carefully constructed style sheets then allow us to vary the balance of text and images on the page and have been key to developing a consistent and attractive design. “ Said Ted Hunt, Senior Designer at Lateral.

This section, like the rest of, is viewable in 5 languages, with the text and content updated fortnightly using a java based CMS and XML backend.

“The current principles of Girls Only are working very well so they will be maintained: News-driven, qualitative, frequently updated, offering fashion expertise and local as well as pan-European content. Time-hungry female consumers consider ‘ease of use’ crucial, so the new, expandable, illustrated navigation panel together with a fresh new design and colour palette will deliver a pleasing/ perfect combination of easy-to-access style and informative content”. Said Su Sareen Creative Director, Lateral.

But there’s more yet!

The Spring ranges are fully updated, the XXX section highlights the upscale Levi's® collections Levi’s® RED™ and Levi’s® Vintage Clothing, telling the stories behind each collection.
And, finally, a whole new section is added: Featured Jeans, where users can view select key jeans styles in 360 degrees on a virtual model, and get in-depth information about each style.

All of this served is with stylish backgrounds, widgets and other visuals treats, as usual developed by Lateral, Levi's® Europe’s digital communications agency.


For further information, interviews or images please contact Karen Durham-Diggins on +44 (0) 20 8989 2541 or email


Levi Strauss & Co -
One of the world's leading branded apparel companies with sales in more than 100 countries worldwide. Since their invention in 1873, Levi's® jeans have become one of the most successful and widely recognized brands in the history of the apparel industry.

Levi's® Europe continues their focus on digital marketing innovation by increasing the use of mobile channel in the mix and adding a number of new features to its European website,, aimed at their target audience of 15-24 year old girls and guys.

The site, developed by Levi's® Europe’s digital marketing agency, Lateral, has already won Two LIAA’s, a BIMA, Cyber Lion, and a One Show Merit.

All components of the digital campaign are developed by Levi's® Europe’s digital marketing agency Lateral.

Published on: 12:00AM on 3rd February 2005