Levi's has a global marketing approach to online communication. Its European web site is quite different from the American one. It's much more focused on branding, rather than on product presentation, reflecting long-standing differences in the retail environments in both regions. To learn more about Levi's branding ideas in Europe, we talked to Helene Venge, Digital Marketing Manager at Levi's and Jon Bains, Chairman of Lateral, the agency that developed the web site.

Martina Zavagno: Why did Levi's decide to pick Lateral for the development of the EU website?
Helene Venge (Levi's): We believe that to get to the best solutions you need to work with the best people. We have worked with Lateral before and have many years' experience of valuable collaboration with them. They have created the best and most succesful digital programs for us, they know the brand and its audience very well and in addition are innovative and holistic in their communications approach. So it seemed only natural to work with them on such an important project.

MZ: How different is Levi's approach to online communications in the E.U. relative to what happens in the U.S.?
HV: We operate globally and market locally. In Europe, the online communications approach is one of implicitness and conceptual brand experience, whereas in U.S. is it more explicit and directly about the products. This is due partly to the fact that the U.S. is linked to a growing business with online retailers vs. Europe, where online retail is more fragmented. Partly due to the fact that, historically, the Levi's brand has been positioned slightly different in the two regions, the communication - be it online or offline - need to reflect that.

MZ: I believe, for a brand like Levi's, it's important to build an emotional
connection with its costumers. Did you work toward this? What kind of solution did you find for the Internet?
HV: Very much so. The new web site is designed to be the quintessential Levi's brand experience - not just about the products and the brand, but about the culture and spirit of the brand. As such, it breaks away from the conventional, prescriptive structure of most web sites and lets users decide their own way through the content. It lets users follow a fast, linear path to the info they're looking for - or immerse themselves in a rich, visual cruise, seeing more facets of the brand. Either way, each visit will be the user's own personal experience.
An example is the two frames, the bottom frame allowing the user a random walk through the content of the site. Another key element is the high level of interactivity and playfulness - everything, even something as 'boring' as a site map, has a playful feel about it. It is really built in the spirit of "don't tell it, show it."

MZ: The web site is stylish. You feel it belongs to Levi's, but its navigation system is pretty difficult and confusing. How did you manage to handle the trade off between usability and high brand impact?
HV: Actually, we don't feel it is particularly confusing. The hierarchy of information is very flat, and no piece of information is more than two to three clicks away. We were very aware that the web site concept is new and different - and often new and different things are perceived as challenging. There are consumers who don't like it. Any consumer who likes the safe, tried and trusted will be hesitant. For our target market, the 15-24, who have grown up with the Internet, this is not really an issue. Born with a mouse in their right hand and a mobile phone in their left, they are simply used to a lot of innovation online, and expect their brands to provide a substantial part of it. We can see from the ongoing site survey that the site appeals particularly well to the 15- to 24-year-olds, whereas the +30s tend to find it more demanding. While we welcome all visitors, the site is designed specifically for the younger crowd, and I guess the narrow focus on audience is the actual trade-off that we consciously made. We don't attempt or pretend to be everything to everybody.

MZ: What's the biggest challenge in working on the Levi's account?
HV: Working with a big brand like Levi's, it is very tempting to go for mass and try to please all consumers. However, it's important to recognise that this is not possible nor appropriate, and stick to your vision and your strategy. Diluting the
purpose and the idea will only dilute the brand.

Jon Bains (Lateral): Quite simply the challenge of not repeating yourself.
Our own expectations of our work internally is so high, and coupled with the amount of latitude, make it both a dream and nightmare client simultaneously. If we aren't impressed by the work, then it doesn't leave the building.

MZ: What's the most peculiar characteristic of Lateral's approach
towards online communication?
HV: Three things, I guess, although I'm not sure they should be labeled 'peculiar' - I see them as something very positive, although perhaps unusual for some marketing agencies!
1) I always get astonished about how well they understand the brand and how to interpret the essence of it in the online environment.
2) Many agencies, often digital ones, don't see outside their own specialist field. Lateral knows that communication doesn't exist in and therefore shouldn't be planned and executed in silos, in vacuums. The have a truly contextual and holistic approach to communication.
3) Their sense of humour.

JB: I didn't think we had a peculiar approach, we take strategic briefs, translate them into creative briefs and execute effective sites and campaigns. Isn't that what marketing is about it?

MZ: In Lateral's opinion, what's the role of advertainment in online communication?
JB: Information and entertainment are the lifeblood of the net. "Advertainment" is an form of brand experience is like everything else - great when it works, awful when it doesn't. What we have found over the years is that there is no quick fix solutions to brand development online - unfortunately there is however a great deal of the "me too" syndrome. Slapping a game on your site does not make it necessarily fun. Spending millions on "viral" clips doesn't necessarily make you cool, and creating long-form movies doesn't necessarily make it credible. So what is the role? Like everything else it's just another strategic option, the use of which should be based on a thought, not a whim.