Lévi’sLévi's Motel

REQUEST

• Show Levi’s ® as a trendy brand for younger consumers

• Communicate about the new collections – show the creations, test the products and push purchase

• Surprise the public: create a space dedicated to the Rock en Seine Festival

• Recruit new contacts for the Paris database

IDEA

“Levi’s® offers you keys to rock at the first Levi’s® Motel at the Rock en Seine festival”.

Offer festival goers a journey to an unknown destination and a symbol of freedom.

DEVICE

A dedicated 250m² space at the Rock en Seine festival called LEVI’S® Motel.

The concept was to be inspired by an American motel of the 1960’s – including reception, lounge and flat roof – with a dash of modernity from LEVI’s collections® 2009.

Create original and interactive experiences for consumers:

• Deliver the key for room 501 at the motel reception

• Find the right key to open the safe + phone quiz

• For girls, photo shoot in the Motel bedroom with a Levi’s look and musical instruments

• Autographs of 10 artists participating in the festival (Slimy, MGMT, Birdy Nam Nam)

• VIP flat roof with events for media and artists

RESULTS

• 97,000 entries at the Festival Rock en Seine

• Almost 16,000 people at the Levi’s Motel including 2,000 registered at the motel reception

• Approximately 660 passes autographed by artists

• Almost 1,000 t-shirts and 10,000 leaflets distributed