UNBUTTONED

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TitleUNBUTTONED
BrandLEVI STRAUSS (HONG KONG)
Product / ServiceLEVI'S 501
CategoryA02. Best Use of Magazines/Newspapers
EntrantOMD HONG KONG, HONG KONG
Entrant Company:OMD HONG KONG, HONG KONG
Advertising Agency:TBWA\TEQUILA\HONG KONG, HONG KONG
Media Agency:OMD HONG KONG, HONG KONG

Credits

Credits

Name Company Position
Caroline Chan OMD Hong Kong General Manager
Steven Chan OMD Hong Kong Associate Director
Florence Kong TBWA\Tequila\Hong Kong Client Services Director
Pauline Wong TBWA\Tequila\Hong Kong Senior Account Director
Carmela Yung TBWA\Tequila\Hong Kong Account Manager
Hagan Chan TBWA\Tequila\Hong Kong Account Executive
Mark Ringer TBWA\Tequila\Hong Kong Creative Director
Esther Wong TBWA\Tequila\Hong Kong Creative Director
Joseph Mok TBWA\Tequila\Hong Kong Creative Director
Law Chi Hang TBWA\Tequila\Hong Kong Creative Director
Ronald Tin TBWA\Tequila\Hong Kong Art Director
Joseph Mok TBWA\Tequila\Hong Kong Art Director
Calvin Chow TBWA\Tequila\Hong Kong Copywriter
Law Chi Hang TBWA\Tequila\Hong Kong Copywriter

Results and Effectiveness

Teens go crazy for mini Levis 501s! • The first days release of jeans sold out in just four hours • Pairs later sold on eBay 12 times the original cover price • 75% of the target agreed the campaign “dramatically raised their interest in Levi’s new 501 “unbuttoned range” • Within 1 month of launch Levi’s 501s men range monthly sales increased 52% YoY. The women’s range saw a 400% increase!

Creative Execution

Unbuttoned the Magazine into Mini Levi’s 501 Jeans To kick start WOM, a teaser was run the week prior to crank up the excitement. When launched, a real & limited edition of Mini Levi’s 501 Jeans was made, with all details of button and stitching, to hold the branded content double issue of youth magazine East Touch. The magazine was inserted into the jeans; readers had to actually “unbutton” the Jeans to get to the copy inside. Scarcity controlled 10,000 “Mini Jeans” editions were distributed at newsstand and convenience stores in selective teen areas with controlled daily copies for three days. Unbuttoned the magazine’s distribution The execution expanded beyond the boundaries of a magazine, selected magazine distribution points were transformed into ambient Levi’s stores. Dominated mini-jeans window displays together with tailor-made branded Levi’s bins holding the magazine, all added in enhance the uniqueness of the “Mini Jeans” limited edition

Insights, Strategy and the Idea

The communications theme is “Live Unbuttoned”, which represents a life philosophy. It says we want to break the norms and achieve breakthrough via uniqueness. Our campaign objective was to excite our target by delivering something un-expected in line with our mantra. The cool kids are always looking for something new and exciting Style magazines offer the best opportunity to reach high numbers of our audience of 15-24yr old trend-setters in a relevant environment. But delivering something unexpected in these magazines is not easy. Advertisers often lack creativity within print medium, campaigns rarely extending beyond cover-wraps, promotions and die cut copy; they no longer hold the attention of media savvy readers. To bring the “Live Unbuttoned” attitude to life, our strategy was Transform a traditional medium into something new and unique, within our strategy we employed a controlled scarcity technique to increase the desire of our target and further drive hype