Aim: Increase brand salience gaining cover incremental to other media.

Results include:

• Spontaneous ad awareness nearly doubled to 44%. A gain of +91% compared to those who had not looked at the screens.
• Prompted ad awareness nearly doubled to 63% (+85%).
• 88% of those who saw the ad recalled Levi's (+7%).
• 34% of those who saw the ad discussed it in the bar.
• 13% of ad aware bar goers purchased Levi’s compared to only 9% of those who had not seen the ad.