| Title | SOUNDWASH |
| Brand | LEVI STRAUSS |
| Product / Service | SQUARE CUT JEANS |
| Category | C01. Integrated Media Campaign |
| Entrant | TBWA\HONG KONG, HONG KONG |
| Entrant Company: | TBWA\HONG KONG, HONG KONG |
| Advertising Agency: | TBWA\HONG KONG, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Mark Ringer | TBWA\TEQUILA\HK | Executive Creative Director |
| Esther Wong | TBWA\TEQUILA\HK | Creative Director |
| Betty Ho | TBWA\TEQUILA\HK | Creative Director |
| Ken Hui | TBWA\TEQUILA\HK | Creative Director |
| Mike Wu | TBWA\TEQUILA\HK | Copywriter |
| Liou Ming | TBWA\TEQUILA\HK | Art Director |
| Tony Mak | TBWA\TEQUILA\HK | Art Director |
| Ken Hui | TBWA\TEQUILA\HK | Art Director |
| Jacqueline Hung | TBWA\TEQUILA\HK | Art Director |
| Ken Hui | TBWA\TEQUILA\HK | Typographer |
| Jacqueline Hung | TBWA\TEQUILA\HK | Typographer |
| BBH Singapore / TBWA\TEQUILA\HK | BBH Singapore / TBWA\TEQUILA\HK | Strategy Partner |
| Lui Yuen Yi | TBWA\TEQUILA\HK | Designer |
| Joe Lee | J Illustration | Designer |
| Jacqueline Hung | TBWA\TEQUILA\HK | Designer |
| Tony Mak | TBWA\TEQUILA\HK | Designer |
| Victor Norgren | TBWA\TEQUILA\HK | Creative Technogist |
| Ricky Wong | Redtangle Workshop | Production House |
| Timon Wehril | Reddog | Production House |
| Kevin Li | Fat Ball Slim | Director |
In just 4 days, more than 10,000 people visited the Soundwash Laundromat. From August 5-8, 2010 Silvercord Levi’s® store traffic was up by 85% and the number of transactions increased by 66%. Overall sales at Silvercord Levi’s® store were up 80% and nearby store sales were boosted 57% from the previous week. The special edition package sell-through rate was up 125%. The campaign generated more than HK$2.5 million in PR coverage. The minisite generated an increase of 100% in page visits and 60,000 online conversations were generated. The iPhone app became the top 2 music app in the iTunes store.
The Levi’s brand is a pioneering symbol of originality, and as such their behavior needs to celebrate originality, be innovative and provide a platform for self-expression. With this in mind, we created a Soundwash experience at various touch points. It started with the jeans themselves. We created 5 limited edition packs in the form of detergent boxes, complete with headphones and edible ‘washing formula’. The entire experience was brought to life through a real life Laundromat pop up store, complete with revolutionary Soundwashing machines. We also had Soundwash online and on the go using our Soundwash app, in addition to magazine, store, and street events to drive both experience and retail visits.
Our key challenge was to restore originality to the Levi’s brand in the eyes of youth…and the launch of the musically inspired Fall 2010 Square Cut collection gave us the perfect opportunity. The inspiration for this campaign came from the name of the jeans in Levi’s 2010 Square Cut Collection – Les Paul, Doo Wop, and Heartbreak to name a few. These were musically inspired designs and we wanted to embrace the spirit of the jeans themselves. So we looked to the Hong Kong music scene and what we found was that music in Hong Kong had become unoriginal with cheesy, formulaic karaoke dominating the scene. Our insight was that both Levi’s and music had become unoriginal. Our vision was to reinstate Levi’s as the denim leader and we believed we could do this by celebrating originality in music.