Title | SOUNDWASH |
Brand | LEVI STRAUSS HONG KONG |
Product / Service | SQUARE CUT JEANS |
Category | A01. Event & Field Marketing |
Entrant | TBWA\HONG KONG, HONG KONG |
Entrant Company: | TBWA\HONG KONG, HONG KONG |
Sales Promotion/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 |
The objective of our promotion was to restore originality to the Levi’s brand in the eyes of youth with a non-traditional engagement strategy.
We wanted to create a multidimensional and interactive experience combining music and self-expression in a unique way. Drawing inspiration from the classic US Laundromat, we invited our audience to wash their Levi’s® Square Cut jeans in sound in a special Soundwash Machine. To house the machines, we built a Levi’s Soundwash Laundromat where our audience could spend time creating their own personal music mix for their jeans. The idea extended across packaging, a Laundromat, online and mobile.
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 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. In addition, 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.