Levi’s Curve ID “Fit Finder” Mobile Ad Campaign
Role: Art Director, Designer
In 2011, Levi’s expanded their Curve ID line of jeans, a unique, customized fit system focusing on a woman's shape and proportions, not her size. Each store offered Levi's® Curve ID consultants trained in custom fittings to identify a woman's personal Levi's® Curve ID fit and help her find the perfect fit for her body type and style preference.
This interactive rich media unit introduced women on mobile devices to the Curve ID line by presenting them with a short quiz on their body type, followed by their personal recommendation in the form of an image gallery with expandable hotspots that provided additional feature info and a direct purchase link to the Levi’s mobile store. This is one of the first examples in mobile advertising of what is now commonly referred to as a “shoppable” ad.
This experience was featured by MMA (Mobile Marketing Association) at Ad Week 2012 in a panel on mobile ad creative best practices, and was featured in InMobi’s Creative Roadshow presentations.
