Creative Advertising Report
501
Creative Advertising 2
Assessment 3
Levi’s 501 Jeans
Contents
Creative Brief
Campaign Rationale
1
2-4
Production Costs
5
Production Schedule
6
Magazine advertisement concept
7
Outdoor advertisment concept
8
Newspaper advertisement
9
Levi’s
Creative Brief
Client
Product
Key Observations
Advertising Objectives
Advertising spiral position
Consumer insight
Promise
Support
Target audience definition
Current brand equity
Desired brand equity
1
Levi Strauss and Co
501 Mens range
To reinforce market leadership in the jeans market, and to establish the brand as a trendsetter in grunge fashion material.
To reinforce Levi as the market leader in the jeans market and establish Levi as the trendsetter in grunge fashion.
Retentive stage - These jeans are in the retentive stage because they were first designed in 1872 and are known by people as the original jean.
The 501 jeans are the original authentic jean that are well known among more mature men. They are aware of the
501 but don’t really prefer them over competitors. They are not so well known or sought after by younger men.
501 jeans are iconic legendary jeans that are fashionable through time
Elvis Presley famously wore 501 jeans as did James Dean. They wear first designed in 1872 and have stood through time as fashionable jeans
The target audience are males aged 25-40.
They are middle to high come earners.
They are image concious and want to be percieved as trendy, mature, and successful. They live and work in the city area. They have high ego’s.
501 jeans are the genuine authentic jeans for men
501 mens jeans give me the ultimate mature and sophisticated image that no other jean can, because they are the authentic original jeans. 501 Jeans have heritage and history and have stood the test of time and this makes the best on the market.
Levi’s
Campaign Rationale
Strategy and Objectives
501 jeans for men have been described by Levi’s as “the Levi’s legend has already been written and it can
Creative Advertising 2
Assessment 3
Levi’s 501 Jeans
Contents
Creative Brief
Campaign Rationale
1
2-4
Production Costs
5
Production Schedule
6
Magazine advertisement concept
7
Outdoor advertisment concept
8
Newspaper advertisement
9
Levi’s
Creative Brief
Client
Product
Key Observations
Advertising Objectives
Advertising spiral position
Consumer insight
Promise
Support
Target audience definition
Current brand equity
Desired brand equity
1
Levi Strauss and Co
501 Mens range
To reinforce market leadership in the jeans market, and to establish the brand as a trendsetter in grunge fashion material.
To reinforce Levi as the market leader in the jeans market and establish Levi as the trendsetter in grunge fashion.
Retentive stage - These jeans are in the retentive stage because they were first designed in 1872 and are known by people as the original jean.
The 501 jeans are the original authentic jean that are well known among more mature men. They are aware of the
501 but don’t really prefer them over competitors. They are not so well known or sought after by younger men.
501 jeans are iconic legendary jeans that are fashionable through time
Elvis Presley famously wore 501 jeans as did James Dean. They wear first designed in 1872 and have stood through time as fashionable jeans
The target audience are males aged 25-40.
They are middle to high come earners.
They are image concious and want to be percieved as trendy, mature, and successful. They live and work in the city area. They have high ego’s.
501 jeans are the genuine authentic jeans for men
501 mens jeans give me the ultimate mature and sophisticated image that no other jean can, because they are the authentic original jeans. 501 Jeans have heritage and history and have stood the test of time and this makes the best on the market.
Levi’s
Campaign Rationale
Strategy and Objectives
501 jeans for men have been described by Levi’s as “the Levi’s legend has already been written and it can