Title | LEVI'S SUMMER HOTLINE |
Brand | LEVI STRAUSS HONG KONG |
Product / Service | SUMMER COLLECTION |
Category | C04. Stunts & Live Advertising |
Entrant | TBWA\HONG KONG, HONG KONG |
Entrant Company: | TBWA\HONG KONG, HONG KONG |
Advertising Agency: | TBWA\HONG KONG, HONG KONG |
Name | Position |
---|---|
Mark Ringer | Executive Creative Director |
Esther Wong/Ken Hui/Mike Wu | Creative Director |
Mike Wu | Copywriter |
Jacqueline Hung/Joe Chow | Art Director |
Florence Kong/Pauline Wong/Vanilza Cheng/Hagan Chan | Account Manager |
Terence Ling | Planner |
Florence Kong/Pauline Wong/Vanilza Cheng/Hagan Chan | Account Manager |
Terence Ling | Planner |
To make Levi’s the Talk of the Town, a Levi’s Summer Hotline is set up. We set up a studio at Levi’s store with 2 popular HK radio hosts, got them to talk through live video chats to the people at a ‘pop-up’ telephone booth. We encouraged our target young fashion progressives to discover their inner hotness and break out of their conventional norms mentally and physically through fun & challenging games. Inside the booth, the host challenged people to do all sorts of crazy things to win hot prizes! The harder the challenge, the hotter the prize! To create buzz for the launch weekend, a mobile “hotline” phone booth made its way around the city, popping up at random locations like MongKok & Causeway bay, where young fashion progressives usually hang out, to arouse public interest and drive traffic to the event.