img Press Release

Levi’s Taps Deezer Music For The New Women’s Denim Collection Campaign In Malaysia

Kuala Lumpur – 9 September 2015 – Levi’s® partners with global music streaming service, Deezer, in Malaysia to introduce the New Women’s Denim Collection for Fall 2015. In conjunction with the launch, a custom built Levi’s® In-App page is exclusively created via the Deezer platform. This In-App page includes a nationwide contest inviting consumers to submit a song that empowers women to its #LadiesInLevisMY collaborative playlist, and to share on their social media.

To promote the campaign, a variety of ad placements will run on Deezer including Streaming Audio Ad, Homepage Interstitial, Mast Head Takeover, as well as on social media platforms and on Levi’s Malaysia’s website.

The first 300 submissions, matching the theme of the playlist (the #LadiesInLevisMY playlist), win a Deezer Premium+ subscription gift code, Levi’s® vouchers and Levi’s® Bluetooth headphones. This campaign will run on Deezer from 1-30 September 2015.

The Levi’s® New Women’s Denim Collection campaign features multi-Grammy Award winning singer-songwriter, Alicia Keys as the new brand ambassador. Her new single, 28 Thousand Days, is featured in the campaign, as well as the #LadiesInLevisMY playlist on Deezer.

Anitha Narayanan, Country Manager of Levi Strauss Malaysia said, “The Levi’s® Brand is pleased to announce a first-of-its-kind collaboration with a global music streaming service, as a digital platform to engage and empower. This collaboration with Deezer is another way for the Levi’s® Brand to connect with our consumers, and to further evoke the spirit of the brand which has always been an embodiment of the events of its time.”

Quentin Charriaut, Head of International Ad Sales of Deezer said, “At Deezer, we believe that music is one of the most powerful ways to connect brands to consumers. For the #LadiesInLevis campaign, Pixels and Deezer built a music activation totally dedicated to the New Women’s Denim Collection, leveraging the Deezer catalogue and platform. We’re very proud to have been chosen by Levi’s® to launch this project.”

Aaron Chin, General Manager (South East Asia) of Pixels said, “Music speaks what cannot be expressed and it is an effective medium to connect with consumers. It is proven to be an effective tool to emotionally engage with consumers. We are very excited and honored to be chosen by Levi’s® Malaysia to leverage on Deezer’s advertising solutions and extensive music catalogue.”

The campaign is brokered by Pixels, the multi-screen advertising company’s Kuala Lumpur office, acting as advertising sales partner of Deezer in South East Asia.

About the Levi’s® Brand
The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become the most recognizable and imitated clothing in the world – capturing the imagination and loyalty of people for generations. Today, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading jeans wear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style. For more information about the Levi’s® brand, its products and stores, please visit

About Deezer
Deezer is the first truly worldwide digital music streaming service in over 180 countries, with 16 million monthly active users and 6 million paid subscribers worldwide. Deezer is at the forefront of a music revolution, allowing fans instant access to the largest streaming music catalogue in the world, with more than 35 million songs, 30,000+ radio channels and 20,000+ podcasts on any device. Combining the best of man and machine, Deezer’s global editorial team searches for the best music around the world and its algorithmic recommendations help fans discover music they will truly love. Deezer is available on your favorite device, including smartphone, tablet, PC, laptop, home sound system, connected car or smart TV.

Launched in 2007, Deezer is a privately-held company, headquartered in Paris with offices in London, San Francisco and around the world. Deezer is currently available as a free download for iPhone, iPad, Android and Windows devices or on the web at globally outside the US

For the latest news on Deezer go to

About Pixels, the multi-screen advertising company
Pixels is a multi-screen advertising screen company, providing solutions to advertisers to reach audiences across desktop, mobile, tablet, and connected TV. Our solutions are built with brand marketer’s objectives in mind.

Pixels is headquartered in Hong Kong with offices in Shanghai, Singapore and Kuala Lumpur and was formed as a merger of Pixel Media, Snap Mobile and Adsfactor in October 2014. For more information, visit