Execution

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.