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|Levi’s pan-European campaign showcases fully-branded bus shelters|
Paris, 27/02/02 – JCDecaux SA (Euronext: DEC), a world leader in outdoor advertising and the largest outdoor group in Europe, announced today that the best-dressed bus shelters in Europe are wearing denim – in some cases, literally – thanks to Levi's spectacular new pan-European 6-sheet campaign.
The outdoor strategy, devised and implemented by Starcom Motive Partnership, was developed to support Levi's® Engineered Jeans® by delivering a high impact innovative street furniture campaign that reinforces the overall ‘Freedom to move' campaign concept for Spring 2002.
The campaign consists of over 27,000 advertising faces comprising street furniture, Underground and banner advertising booked by Starcom Motive Partnership through JCDecaux One Stop Shop in five countries.
Levi's has dressed selected bus shelters in denim-image ‘contravisions', deploying a ghosting image on the glass walls to enrich the communication and have a bit of fun.
These specially-selected sites are situated in key youth hubs in Manchester, Marseille, Lyon, Barcelona, Milan, Berlin and Hamburg, reaching Levi's core market of 16-24-year-olds within this vibrant and fashion-conscious cities in Europe.
The campaign launches on 26 th February in the UK, France, Germany, Spain and Italy, running for a week in France, Germany and Spain, and two weeks in the UK and Italy.
Levi's has a reputation for innovative and eye-catching outdoor campaigns. The company's last pan-European campaign for Levi's® Engineered Jeans® featured a unique back-to-back creative execution and was the highest-recalled campaign of 2000 amongst 16-34-year-olds, reaching an astronomical 81% of that age group.
Commenting on the campaign, Fleur Holcroft, from Starcom Motive Partnership said: “Levi's has a reputation for outstanding, youth-focussed advertising. JCDecaux One Stop Shop allowed us to plan a cross-Europe campaign, reaching the brand's target audience in core European cities, as well as ensuring that the creativity Levi's is known for is always at the forefront in all communications.”
Notes to editors:
To provide a better service for its international clients and agencies, JCDecaux created One Stop Shop, a subsidiary of the Group, in July 2000 to co-ordinate international campaigns and form international partnerships with the Group's principal advertisers.
One Stop Shop simplifies the purchase of international campaigns in the 39 countries where the Group operates.
In the last few months One Stop Shop, which has access to 580,000 advertising panels, has run a number of other pan-European campaigns for GAP, Levi's, Mitsubishi Trium and Alcatel.
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