The Brief

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

Creative Execution

Tapping into the spirit of Levi’s, the creative execution evolved around high levels of engagement and entertainment, encouraging our target audience to break out of conventions and go forth to show their real personalities. By interacting with our audience, creating buzz with our mobile phone booth and prizes as well as utilizing celebrity guests we were able to inject the levels of excitement expected from Levi’s.

Describe the creative solution to the brief/objective.

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 our target audience of fashion forward youths, to step into the booth and discover their inner hotness by breaking out of their conventional norms. To create buzz, a mobile Hotline phone booth made its way around the city, popping up at random locations, arousing public interest and driving traffic to the event.

Results

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. What’s more, sales increased by over 30% over a typical week period.