The Levi's® Slight Curve jeans are designed to celebrate straight figures while the new Demi Curve best suits the even proportioned figure. The Bold Curve is designed to honour genuine curves and in addition, exclusively to South Africa, the Levi's® Eva jeans - inspired by local fit trials for jeans which address unique South African curves.
To promote this revolutionary approach, Levi's® and partner agencies King James, Dare Media and Primall Media introduce the Curve ID campaign to South Africa as part of the Levi's® Global Women's Initiative. Primall's Digital Ad Screens will continue creating awareness around the Curve ID range in 17 of the county's blue chip malls where Primall holds advertising rights. According to Primall, the campaign is aimed at gaining exposure to women aged 16 to 24 years of age in the LSM 7 - 10 categories.
Primall's Executive Head of Sales and Marketing, Lee Curtis, says, "On the back of the renewal, it's clear that our Digital Ad Screens have increased awareness for the range. It's a natural fit for Levi to promote their campaign in an environment where women spend their time on money and fashion."
To promote this revolutionary approach, Levi's® and partner agencies King James, Dare Media and Primall Media introduce the Curve ID campaign to South Africa as part of the Levi's® Global Women's Initiative. Primall's Digital Ad Screens will continue creating awareness around the Curve ID range in 17 of the county's blue chip malls where Primall holds advertising rights. According to Primall, the campaign is aimed at gaining exposure to women aged 16 to 24 years of age in the LSM 7 - 10 categories.
Primall's Executive Head of Sales and Marketing, Lee Curtis, says, "On the back of the renewal, it's clear that our Digital Ad Screens have increased awareness for the range. It's a natural fit for Levi to promote their campaign in an environment where women spend their time on money and fashion."
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