SYDNEY: The first Australian-made advertising campaign for Mavi Jeans could go global, according to its domestic licence holder.
Mavi Jeans Australia launched its interactive strategy themed ‘Meet the Mavi’s’ last month, embracing online social media networks and traditional media placement.
Managing director Paul Hootman said it aimed to generate customer involvement with the brand and build loyalty.
“[After] a couple of couple of weeks with the strategy – it looks like [head office in] Turkey like the campaign and are thinking of running it globally,” he said.
Created by Sydney agency Bondi Advertising, it centres on human characters with the same name and a personality reflective of each jean style. For example, the Serena jean for women is represented by a young, carefree character, while the Marcus jean for men is linked to a thoughtful, sensible male.
The Turkish mid-price label was first launched into the Australian market in 2002.
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