Yahoo! looks to follow-up on Levi's "error" adverts.

Yahoo! Europe is set to follow up on the success of Levi's recent online ad campaign which hits people when they type in the wrong web address in the search directory.

"Creating new space in new ways is an important part of our ad programmes," said Lee Thompson, sales director, Yahoo! UK and Ireland.

Created by Lateral, the ads were incorporated into the 404 error message which appears when users type in an incorrect address. The error page shows models wearing jeans and a series of messages including "Now you've found me, what are you going to do?"and "I know what you are looking for".

It follows the theme of Levi's Twisted Original campaign, which adopted the theme of twisting original scenarios to highlight the twisted seams of a new design of jeans. TV ads included an amorous couple dressing each other and being interrupted by naked parents as they embrace, fully clothed.

"Levi's was keen to devise a campaign that would stand out, that reflected its brand values strongly, and at the same time align itself with a major online brand," said Ruth Brownlee, senior sales at Yahoo!.

"It is very important for Levi's to be at the forefront of digital development, where innovation is vital to the success of the campaign," said Anne Bonew, direct to consumer marketing manager at Levi's Europe.

Yahoo! Europe is set to follow up on the success of Levi's recent online ad campaign which hits people when they type in the wrong web address in the search directory.

"Creating new space in new ways is an important part of our ad programmes," said Lee Thompson, sales director, Yahoo! UK and Ireland.

Created by Lateral, the ads were incorporated into the 404 error message which appears when users type in an incorrect address. The error page shows models wearing jeans and a series of messages including "Now you've found me, what are you going to do?"and "I know what you are looking for".

It follows the theme of Levi's Twisted Original campaign, which adopted the theme of twisting original scenarios to highlight the twisted seams of a new design of jeans. TV ads included an amorous couple dressing each other and being interrupted by naked parents as they embrace, fully clothed.

"Levi's was keen to devise a campaign that would stand out, that reflected its brand values strongly, and at the same time align itself with a major online brand," said Ruth Brownlee, senior sales at Yahoo!.

"It is very important for Levi's to be at the forefront of digital development, where innovation is vital to the success of the campaign," said Anne Bonew, direct to consumer marketing manager at Levi's Europe.



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