The Brief

Lee Jeans wants people to know it’s been around for 120 years. But no one wants a history lesson. So how do you make the milestones of a company sexy to a young generation that is more interested in their own stories than someone else’s?

Creative Execution

We spread the word through an integrated campaign that covers PR, print, outdoor at prime locations that includes a mini-museum and online. Online was designated as the heart of the campaign. There were clues leading people to search in the online museum, in-store, and offline for the right answer. We drove them to search all over blogs, portals and community sites. We made them go into the Lee stores to fight for the jeans. Some people stayed up for 2 consecutive days to try to win a pair of the exclusive gold jeans.

Describe the creative solution to the brief/objective.

We convinced the client to produce 120 pairs of specially designed jeans as prizes to an online game based on Lee’s 120 years history. The 120 pairs of jeans have real gold button and rivets. Being the only Lee Jeans of such kind in the world makes each of them priceless. And having these jeans as prizes is a great reward for people to want to find out about Lee’s more than century long achievements.

Results

And through this campaign, Lee Jeans achieved its aim of making people aware of its history in the most innovative manner. 813,000 page views were recorded over the 5-day game period, which is 54% above the benchmark average. And a total of 468,000 people registered in a short period of only 5 days.