SOUNDWASH

TitleSOUNDWASH
BrandLEVI STRAUSS HONG KONG
Product / ServiceSQUARE CUT JEANS
CategoryA01. Event & Field Marketing
EntrantTBWA\HONG KONG, HONG KONG
Entrant Company:TBWA\HONG KONG, HONG KONG
Sales Promotion/Advertising Agency:TBWA\HONG KONG, HONG KONG

Credits

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 Brief

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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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.