Levi's: Stretching the limits of Korea's apparel market
Andreas Krasser
Campaign details
Brand owner: Levi Strauss KoreaAgency: DDB Group KoreaBrand: Levi'sCountry: South KoreaChannels used: Internet – display, Internet – microsites, widgets, Magazines – consumer, Mobile and apps, Online video, Outdoor, out-of-home, Television, Word of mouth and viralMedia budget: Up to 500k
Executive summary
Levi's Korea transformed itself from a brand caught between luxury and fast fashion, to a brand that reinvented the local perception of style in Korea. It escaped the ever-changing, celebrity-endorsed clutter of the category, and drove...