Levi’s targets young bi-cultural Hispanics with reality TV show
Levi’s is promoting its new Work Wear line via a reality TV and online broadcast, in its biggest effort yet to reach the Hispanic market.
The series will follow five young US Hispanics as they journey along the pan-America Highway from Alaska to Argentina. This will culminate in a 10-week reality TV programme to be aired on Discovery en Espanol “The heart of our brand is about pioneering,” said Doug Sweeny, VP of Levi’s brand marketing. “We found that idea really connected with this audience.”
During the series, entitled “Norte a Sur: Una Ruta, 5 Experiencias’, the travellers will stop in 10 cities, contributing to local arts projects.
Levi’s will incorporate research findings on Hispanic youth, such as their fondness for smartphones, blogs and social media, according to the Ad Age report.
“Something cool is that now they’re using technology and social networks to excavate into their past and cultural identity,” said Elizabeth Fauerso, executive director of strategic planning at Dieste, Levi’s Hispanic agency. “They have a stream of salsa music from the 1970s on their Facebook pages.”
While the Spanish-language TV series doesn’t air until late September, a Levi’s-branded website (www.norteasur5enruta.com) is now live. The iPhone-equipped travellers are posting updates here and to Facebook to build a fan community before the show launches Levi’s is capitalising on the multi-lingual benefits of online marketing tools for the web element, which will be in both English and Spanish.
The reality show is part of Levi’s broader “Go Forth” Ready to Work international marketing campaign, breaking this summer and autumn. Dieste has adapted some of the ad taglines for the Spanish-speaking market.
Tags: Global Brand
