How music is helping brands win!

21 September 2015

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Levi's has partnered with global music streaming service, Deezer , in Malaysia to introduce the New Women's Denim Collection for Fall 2015. In conjunction with the launch, a custom built Levi's In-App page is exclusively created via the Deezer platform. This In-App page includes a nationwide contest inviting consumers to submit a song that empowers women to its #LadiesInLevisMY collaborative playlist, and to share on their social media. 

To promote the campaign are a variety of ad placements including Streaming Audio Ad, Homepage Interstitial, Mast Head Takeover, as well as on social media platforms and on Levi's Malaysia's website.  The first 300 submissions, matching the theme of the playlist (the #LadiesInLevisMY playlist), win a Deezer Premium+ subscription gift code, Levi's vouchers and Levi's Bluetooth headphones. This campaign runs in September 2015.


The Levi's New Women's Denim Collection campaign features multi-Grammy Award winning singer-songwriter, Alicia Keys as the new brand ambassador. Her new single, 28 Thousand Days, is featured in the campaign, as well as the #LadiesInLevisMY playlist on Deezer. 

Anitha Narayanan, Country Manager of Levi Strauss Malaysia said, "The Levi's Brand is pleased to announce a first-of-its-kind collaboration with a global music streaming service, as a digital platform to engage and empower. This collaboration with Deezer is another way to connect with our consumers, and to further evoke the spirit of the brand which has always been an embodiment of the events of its time."

Quentin Charriaut, Head of International Ad Sales of Deezer added, "For the #LadiesInLevis campaign, Pixels and Deezer built a music activation totally dedicated to the New Women's Denim Collection, leveraging the Deezer catalogue and platform. We're very proud to have been chosen by Levi's to launch this project."

Aaron Chin, General Manager (South East Asia) of Pixels said, "Music speaks what cannot be expressed and it is an effective medium to connect with consumers. It is proven to be an effective tool to emotionally engage with consumers. We are very excited and honored to be chosen by Levi's Malaysia to leverage on Deezer's advertising solutions and extensive music catalogue."

The campaign was handled by Pixels, the multi-screen advertising company's Kuala Lumpur office, acting as advertising sales partner of Deezer in South East Asia.

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