Brief Explanation

Our target is Hong Kong’s fashion-forward youths. There’s a growing trend for Hong Kong youth to hide their emotions, taking comfort behind online digital filters and remaining unseen. Our challenge was how to engage this group, getting them to open up and share their true selves as well as connecting them to the Levi’s brand. Our objective was to reclaim Levi’s fashion icon status by impressing HK fashionistas with an immersive and interactive experience, while simultaneously making Levi’s the ‘Talk of the Town’.

The Brief

Levi’s operates in a cluttered jeans marketplace in Hong Kong. The brand was once the jeans label of choice but fast fashion labels like GAP, H&M and other global chain stores have landed in Hong Kong flooding the market and burying Levi’s in its wake. In addition, local, fashion-forward youths no longer feel connected to the brand. Where once the label was considered a must-have wardrobe staple, Levi’s had now become “old”. With the launch of Levi’s summer collection, this was an opportunity to excite the market and reinforce the ‘Go forth’ spirit of the brand.

How the final design was conceived

Our concept grew from Hong Kong youth and their obsession with mobile phones and “talking”. Our choice of a traditional bright red phone booth was deliberate. Not only did it stand out, we wanted to create a novelty factor by using one of the most recognized phone booths in the world. Because phone booths are no longer common, this in itself created intrigue. By adding choreographed lighting, distinct ring tones, live video with radio hosts and intricate detailing inside the booth, the experience was designed to suck the players into the moment.

Indication of how successful the outcome was in the market

The summer hotline event was held for 3 days only. In that time, nearly half a million people interacted with the booths - that’s 1 in 14 people in Hong Kong. Thousands of people spread the word online generating hundreds of likes, discussions and positive reactions. In addition, over HK$250,000 worth of earned media was generated with 0 investment in paid media. What’s more, sales increased by over 30% over a typical week period.