Levi's Signature Fit Pit Program

Client/BrandLevi Strauss SignatureLead Agencyemg3Other AgenciesCraftsmen Industries (vehicle fabrication)Time FrameJune-November 2005ObjectivesLevi Strauss Signature is a division that sells denim products, khaki pants, T-shirts, jackets and other apparel specifically designed for mass channel consumption (including Wal-Mart, Target, Kmart and Meijer).The program's primary objectives were to build awareness and relevance among men, inspire/stimulate purchase, support relationships with retail partners, build brand equity and reinforce "best in channel" brand positioning while bringing consumers in direct contact with Signature products. Secondary objectives included awareness gains among other audiences (women, juniors) and the activation of select sponsorship equities.Target AudienceAdult males 18 to 49 years old who are married and have household incomes greater than $50,000.StrategyIn response to the client's needs, key stakeholders developed the Levi Strauss Signature "Fit Pit" Mobile Marketing Program. Leveraging sponsorships with NASCAR, Hendricks Motorsports, and top-ranked driver Jimmie Johnson, the program engaged NASCAR fans and mass channel shoppers at nine NASCAR races, eight major fairs and festivals, four "mobile ready" venues (Atlanta's Centennial Park, New York City's South Street Seaport, etc.) and 22 retail locations in 16 national markets from June to November 2005. In developing the "Fit Pit" concept, stakeholders first reviewed the NASCAR event landscape, which is dominated by brands operating impressive (and expensive) mobile exhibits offering access to a seemingly unlimited collection of driver appearances, sophisticated racing simulators, great premiums and other incentives. It became clear that any presence would have to compete for mindshare with these exhibits regardless of the products/categories they supported. Levi's would have to develop something with enough scale and fan appeal to ensure traffic. Secondly, their presence would need to focus on communicating brand value, style and authenticity to drive retail traffic, requiring product education, direct product interaction and a strong retail "call-to-action." Thirdly, Levi's would have to find innovative ways to leverage its NASCAR equities to differentiate the brand from other sponsors, because it would not have access to the same cache of incentives available to other brands. Finally, Levi's would have to meet these objectives within the confines of a "value" brand's tight budget, with a "laser" focus on maximizing program ROI.To compete for "mindshare," Levi's developed a customized 53-foot double slideout trailer. To mitigate fabrication costs, designers leveraged existing technologies in a new and non-traditional way to position the asset for multiple, simultaneous uses. By integrating "tri-sign" technology (typically employed on outdoor billboards, allowing multiple ads to "rotate" through) into the vehicle's exterior, Levi's developed a "transformer," a vehicle that can change its exterior appearance to target multiple audiences. One "face" (set of graphics) featured NASCAR imagery for use at race appearances. A second "face" featured family-oriented graphics targeting women for use at other events. Inside the vehicle, other "transformational" media -- light boxes with rotating graphics, computer kiosks with adjustable content, transitional lighting and sound elements, etc. -- were also incorporated. Leveraging this "transformational" capability, Levi's was able to draw funding from multiple sources to build its own impressive asset: a platform that could compete with the "big boys," but for only a fraction of the cost.To bring the brand's personality to life while ensuring strong retail linkage, designers first traveled to the Levi's Store in San Francisco for inspiration. In viewing the brand's latest P-O-P and display elements and witnessing their contemporary nature -- corrugated steel, wood flooring, modern mannequin designs, etc. -- vehicle designers experienced first-hand the power of an immersive brand environment. The trailer's interior design replicated many of these elements. Walls featured corrugated metal. Synthetic materials delivered the look of maple flooring (without the wear and tear). Modern mannequins and wall-mounted apparel rods displayed the brand's latest styles. An onboard changing room offered immediate trial. Together, they allowed Levi's to create an unexpected "oasis of style" at each race event. To bridge the divide between race interactions and subsequent purchase activity, Levi's laid additional retail roots. Tour markets were selected based on retail partner store densities. A satellite-enabled kiosk offered consumers the chance to buy apparel immediately from retailer web sites. More notably, a unique prototype technology called Intellifit used harmless radio wave scans to take full-body measurements of interested consumers. After each scan, consumers received a printout containing customized apparel recommendations accompanied by a list of market-specific retail locations where the products could be purchased. By marrying Intellifit functionality with the brand's NASCAR equity, the "Fit Pit" was born, casting the brand as a "hero" among fitting room-averse consumers. The "Fit Pit" also became a local media favorite, garnering evening news coverage and print features in virtually every market visited, and caught the eye of retail buyers and senior management -- generating requests to appear at the Wal-Mart shareholder's meeting, the Meijer 300 (a Busch Series race sponsored by the retailer), grand openings and other high-profile events. In the process, the tour demonstrated how innovation in the area of product interaction can drive results across numerous objectives and multiple audiences. To drive throughput, Levi's employed a number of key supporting elements. A green-screen kiosk allowed fans to take their picture with Jimmie Johnson in front of a virtual backdrop; fans later downloaded their photos (from levistrausssignature.com), driving subsequent interactions and viral impressions. A branded golf cart with attached spinning wheel offered tailgaters in remote lots the chance to win premiums; winners were invited to visit the "Fit Pit" to receive their prizes, generating incremental traffic to the exhibit. Signage and emcee banter communicated the "upside" of an onboard visit: Everyone scanned by Intellifit would be entered to win one of many prizes, including autographed apparel, guided pit and garage tours, and once-in-a-lifetime opportunities to wave a Levi's denim flag to start the parade lap. (Negotiated as part of the brand's track deals, this generated significant incremental impressions as well.) The brand was also able to maximize its access to a small number of driver appearances, including the development of a national sweepstakes offering fans the chance to dine with Jimmie Johnson and watch the final race of the 2005 NASCAR season in style. The "Fit Pit" was even utilized to support Levi Strauss Signature's principal sponsorship of the All-American Soap Box Derby Association Series. A dedicated exhibit outside of the main area leveraged a replica derby racer, branded signage and messaging to drive NASCAR fan awareness. The display consistently drew youngsters and their parents to check out the car and snap photos. The "Fit Pit" itself appeared at the series' biggest event (in Akron, OH), driving incremental interactions and significant goodwill. With Jimmie Johnson as spokesperson, this grassroots, family-oriented organization naturally tied to the brand's existing NASCAR efforts and further demonstrated the "Fit Pit's" unique flexibility as a sponsorship activation platform.Important FactorsGiven Levi Strauss Signature's status as a "value" brand and the program's ROI focus, the resulting vehicle asset and consumer experience is particularly noteworthy. Levi's relied heavily on a number of unique -- and prototypical -- technologies. The integration of "tri-sign" technology into the vehicle's exterior gave the brand unprecedented flexibility to activate -- and fund -- its asset. Similarly, the vehicle's adaptation of Intellifit -- a system also being deployed in retail settings that could represent the future of fitting rooms everywhere -- allowed the brand to give consumers' product discovery a "halo" of intrigue and innovation. In its ability to customize apparel recommendations and identify nearby retail locations, Intellifit also created direct linkage between consumer interactions and subsequent retail visitation -- frequently the "missing link" for many mobile marketing programs and sponsorship initiatives. The program also demonstrated innovation in its negotiations with NASCAR races: By pursuing "proprietary" opportunities (like the parade lap flag activity described above) instead of "rate card" items, the brand simultaneously differentiated its presence from other sponsors while avoiding the traditional expense associated with these "a la carte" elements. ResultsThe 2005 "Fit Pit" program was a highly successful campaign. The program delivered 14.4 million tour impressions and millions of incremental media impressions. On-site activities generated 111,343 consumer interactions, each receiving a unique and memorable brand experience (as measured by post-interaction surveys). More than 68,000 consumers entered the national sweepstakes via on-site and online mechanisms. "Fit Pit" visitors also indicated strong purchase intent (82% responded "definitely" or "most likely" in post-event surveys) and viral messaging activity (90% told us they intended to tell one to three additional people; 40% said they would tell at least four individuals). Most importantly, the program generated a sales-based ROI of 588% in tour markets visited (also validated through third-party research).

Levi's Signature Fit Pit Program

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