[Insert quote here]
Jevon blijd
Owner
[Insert quote here]
Jevon blijd
Owner
Levi’s Red Tab | All Points East
Bringing loyalty to life — from clicks to culture.
To activate Levi’s Red Tab loyalty program at one of London’s most iconic music festivals, we launched a two-phase campaign: a digital pre-festival raffle to drive signups, followed by a high-energy on-site activation at All Points East. The campaign focused on both new member acquisition and real-world brand connection.
Objectives:
Grow Red Tab membership ahead of the festival
Reactivate and reward existing members
Create a standout brand presence on-site through interactive engagement
Impact:
Red Tab signups increased by over 25% during the campaign period
Paid media outperformed benchmark CPA by 20%
Engagement at the festival exceeded daily expectations across both weekends
Over 4,700 new Red Tab members across digital and on-site activation
The campaign generated significant revenue through post-signup conversion
A connected two-phase activation blending digital reach with real-world engagement
Levi’s Red Tab | All Points East
Bringing loyalty to life — from clicks to culture.
To activate Levi’s Red Tab loyalty program at one of London’s most iconic music festivals, we launched a two-phase campaign: a digital pre-festival raffle to drive signups, followed by a high-energy on-site activation at All Points East. The campaign focused on both new member acquisition and real-world brand connection.
Objectives:
Grow Red Tab membership ahead of the festival
Reactivate and reward existing members
Create a standout brand presence on-site through interactive engagement
Impact:
Red Tab signups increased by over 25% during the campaign period
Paid media outperformed benchmark CPA by 20%
Engagement at the festival exceeded daily expectations across both weekends
Over 4,700 new Red Tab members across digital and on-site activation
The campaign generated significant revenue through post-signup conversion
A connected two-phase activation blending digital reach with real-world engagement
Phase 1: Digital Campaign – Festival Raffle
From July 19 to August 5, we ran a paid media campaign offering users a chance to win All Points East tickets by signing up for Red Tab.
Performance highlights:
Thousands of raffle entries across key regions
Over 40% of participants were new Red Tab members, well above benchmark
A significant portion of signups made a purchase within one week, generating notable revenue
Paid media delivered strong results, with CPA 20% below target and CPM outperforming expectations
Engagement skewed towards millennials (born 1980s–1990s), primarily London-based
Key Takeaway:
The raffle was more than a giveaway – it became a powerful entry point into the Levi’s loyalty ecosystem, converting awareness into action and delivering measurable impact online.
Phase 1: Digital Campaign – Festival Raffle
From July 19 to August 5, we ran a paid media campaign offering users a chance to win All Points East tickets by signing up for Red Tab.
Performance highlights:
Thousands of raffle entries across key regions
Over 40% of participants were new Red Tab members, well above benchmark
A significant portion of signups made a purchase within one week, generating notable revenue
Paid media delivered strong results, with CPA 20% below target and CPM outperforming expectations
Engagement skewed towards millennials (born 1980s–1990s), primarily London-based
Key Takeaway:
The raffle was more than a giveaway – it became a powerful entry point into the Levi’s loyalty ecosystem, converting awareness into action and delivering measurable impact online.
Phase 2: On-site Activation @ All Points East
During both weekends of All Points East, the Levi’s Red Tab booth offered a standout brand moment for thousands of festival-goers.
What we created:
Red Tab Game Zone – including a Spin the Wheel activation where visitors won instant prizes (VIP upgrades, accessories & custom Levi’s products). The Red Tab Bike served as a mobile gifting station to collect prizes, reduce queues, and increase brand visibility across the festival site.
Exclusive Festival Merch – the give-away included sunglasses, bucket hats, Levi’s caps, fans, bandana’s, power banks, tote bags, VIP-ticket upgrades and more
Branded Crew Styling – promoters wore Red Tab Tees, Trucker Jackets, and 501s, accessorized with a Levi’s Red Tab Key Chain containing a QR code to drive on-the-spot signups
Performance highlights:
Red Tab signups on-site exceeded expectations across all six activation days
The experience drove high levels of interaction and brand engagement
Key Takeaway:
The activation brought the Red Tab experience to life in a way that felt playful, rewarding, and perfectly at home in the festival setting — turning music lovers into loyal members, one spin at a time.
Phase 2: On-site Activation @ All Points East
During both weekends of All Points East, the Levi’s Red Tab booth offered a standout brand moment for thousands of festival-goers.
What we created:
Red Tab Game Zone – including a Spin the Wheel activation where visitors won instant prizes (VIP upgrades, accessories & custom Levi’s products). The Red Tab Bike served as a mobile gifting station to collect prizes, reduce queues, and increase brand visibility across the festival site.
Exclusive Festival Merch – the give-away included sunglasses, bucket hats, Levi’s caps, fans, bandana’s, power banks, tote bags, VIP-ticket upgrades and more
Branded Crew Styling – promoters wore Red Tab Tees, Trucker Jackets, and 501s, accessorized with a Levi’s Red Tab Key Chain containing a QR code to drive on-the-spot signups
Performance highlights:
Red Tab signups on-site exceeded expectations across all six activation days
The experience drove high levels of interaction and brand engagement
Key Takeaway:
The activation brought the Red Tab experience to life in a way that felt playful, rewarding, and perfectly at home in the festival setting — turning music lovers into loyal members, one spin at a time.
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