Hearst UK says: The promotion includes a unique styling flip-book, and forms part of a wider campaign celebrating the 140th anniversary of the 501 jean which will run across print, digital and tablet editions of the ELLE UK brand. The wider multi-platform campaign, which reinforces ELLE UK’s reputation as one of the UK’s most digitally innovative fashion magazine brands, includes an online gallery of Levi jeans at www.elleuk.com, a competition and eight-page bound in the current issue of ELLE UK, on sale now. The print campaign is split horizontally into three sections inviting readers to create a variety of fashion outfits all featuring Levi’s 501’s.
The interactive tablet advert will feature a combination of swipe functions that allow readers to custom create one of over 100 looks, and will also drive them to purchase directly via the Levis website. It will launch in the enhanced digital edition of ELLE’s May issue (available to download via Apple Newsstand now).
The swipe creative has also been adapted to run as the centrepiece of a home page takeover of the elleuk.com website.
Mark Stephens, Director of Digital, WSM Communications, said, “The tablet creative in ELLE is a fantastic example of how new and traditional media can play to each other’s strengths and deliver a strong creative result.”
Rhiannon Thomas, Group Creative Solutions Director, ELLE UK, said, “This unique interactive tablet creative for Levis 501, created by ELLE UK and WSM Communications, further reinforces ELLE’s reputation as one of the UK’s most digitally innovative fashion magazine brands; and demonstrates the brand’s ability to create multi-platform campaigns which engage with readers on both an editorial and commercial level.”
