The Campaign

The Hong Kong marketplace is flooded with brands. In such a cluttered and competitive environment, traditional media struggles to have the impact to create high memorability. In addition, information overload can create apathetic and unresponsive audiences. So for Levi’s, branded entertainment in Hong Kong is critical to conveying the brand’s culture, values and eliciting emotions that will drive consumer’s behavior. With the fast pace of Hong Kong life, audiences need truly engaging activity to maintain the level of interest and impact, that Levi’s strives for. Overall, Hong Kong consumers are open and receptive to branded entertainment and it has proven to be a successful form of engaging audiences and boosting sales.

Results

Levi’s operates in an extremely cluttered jeans marketplace. 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 trendy and a must have wardrobe staple, Levi’s had now become 'old'. The launch of their new spring/summer collection, was an opportunity to excite the market and reinforce the spirit of the brand. Our mission was to make Levi’s new spring/summer collection the talk of the town. We built a Levi’s Summer Hotline ‘pop-up’ phone booth and created a connection, through live video chats, to a Levi’s store where we set up a studio for two popular Hong Kong radio hosts. We encouraged people to step into the booth and discover their inner hotness, by breaking out of their conventional norms. Inside the booth, the hosts dared our young audience to do all sorts of crazy mental and physical challenges 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 shopping locations like Mong Kok and Causeway bay, where trendsetting youths usually hang out, arousing public interest and driving traffic to the event.

The big draw came with the larger-than-life, pop up fire-engine-red, phone booth. Using a traditional fire engine red phone booth, partnered with special display lighting, distinct ring tones, live video and intricate detailing inside the booth, the overall effect was highly engaging. Live interaction with celebrity DJ’s known for their humour and outlandish behavior, as well as the possibility of winning free Levi’s products, added excitement and unpredictability generating even more excitement and buzz around the event.

The summer hotline event was held for 3 days during which time the campaign successfully drove brand awareness and engaged fashion-forward youths. Over these 3 days, 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. Also, sales increased by over 30% over a typical week period.