I came across this video by Colenso BBDO the other day which shows New Zealanders Jessie & Reanin taking to the streets of L.A. and recording their posterior view and as it goes, promoting Levi's Curve ID jeans. It’s a great stunt which got me thinking, and more to the point looking at people’s posterior view, not a great idea as I got a few funny looks. People didn’t believe the line ‘I’m conducting a small piece of research to find out how many people are wearing Levis Jeans’, Maybe I will give the Wonderbra idea a miss then…
So, how could Levis have improved the engagement with these ‘posterior viewers’? One idea… Levis brand ambassadors
could work in close proximity to Jessie & Reanin interacting with consumers, driving them to Facebook or Levis.com, making sure the subliminal message left by Jessie & Reanin is being reinforced, without making it obvious... It would be important not to embarrass the consumer “Hi, we saw you starring at Jessie & Reanin’s posterior view, here’s a flyer about our Levis jeans”. It just wouldn’t work.
The stunt for Levi's, has racked up more than 5.5 million views on YouTube.
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