Page 38 - Best Digital Marketing Campaigns in the World

Dockers ‘Pants Dance’ 29

Marketers, pay attention to the power of engagement – think about the
wasted investment in newspaper ads that people ignore, television
commercials aimed at people who would rather jump up and stick on the
kettle, and direct mail masterpieces that go straight in the bin. It is one thing
knowing your audience, but holding their attention in an invitational and non-
intrusive manner at least gives you a chance to get your message across
without the same audience feeling as if they are being held to ransom.

It’s OK to sell stuff and have some fun too!

Links to campaign creative

●● http://www.medialets.com/campaignentry/ (interactive demo, full
functionality requires Apple Safari v.4 or higher)

●● http://www.youtube.com/watch?v=NwnuwGhcpRU (YouTube video of the
iPhone ad in action)

An expert view

Jon Walsh, Partner, Media Ventures (Europe) Ltd

This Levi’s campaign is totally original, using fantastic stop motion video mixed
with the innovative utilization of the iPhone’s accelerometer. The media
selected and route to market of the mobile phone are perfect.

However, as a consumer I would feel that I’m being left short changed if
there is an end to my ‘Dockers journey’ after the dance videos had been
watched. Why can’t I learn the dance moves, find out more about ‘Circle of Fire’,
find the nearest Dockers store to where I am, upload my own (poor) attempts to
imitate the moves? Levi’s has effectively ended the conversation with the
consumer when they don’t need to.

In summary, great creative, great targeting on perfect medium, but lacking
two-way engagement opportunity and relationship-building opportunity.