| Title | WE ARE EXPLORERS |
| Brand | LEVI STRAUSS & CO. |
| Product / Service | DENIZEN JEANS |
| Category | B01. Consumer Products |
| Entrant | JWT SHANGHAI, CHINA |
| Entrant Company: | JWT SHANGHAI, CHINA |
| PR/Advertising Agency: | JWT SHANGHAI, CHINA |
| Name | Company | Position |
|---|---|---|
| Yang Yeo/Sly Song | JWT | Executive Creative Director |
| Raymond Chin/Tung Mun Hoe/Mankit Auyeung | JWT | Creative Director |
| Sandra Shen/Moffee Chen/Vincent Chan/Karen Li/Tim Wong | JWT | Art Director |
| Ada Hu/Henry Lim | JWT | Copywriter |
| Eric Yu | JWT | Animator |
| Jane Zhang/Phoebe Fan | JWT | Agency Producer |
| Dana Ho/Elaine Chow/Shawn Ling/Cody Ng | JWT | Client Service |
| Tony Wong | - | Programmer |
| Eric Ransdell | - | Director |
| Karen Lee/Norman Wong | - | Producer |
| Dalton Lai/Paul Traynor/Andrew Keefe | - | Editor |
| Dalton Lai/Paul Traynor/Andrew Keefe | - | Cameraman |
| Sw Kit | - | Photographer |
| Fly Films | - | Production House |
The challenge and objective: How can we establish Denizen from Levi’s as a mass brand in India, and demonstrate it’s got great fitting jeans for all kinds of people? The strategy and execution: We decided to hack into India’s rich culture to help us. By taking part in a pageant that was started by the kings in the 1800s in celebration of victory and prosperity. The Elephant Beauty Pageant. Held every year in Jaipur, it gets press coverage from India and the world over. Riding on this event makes it the perfect way to gain the PR buzz around our product and its attributes. Outcome: Lakshmi and Denizen became the talk of town appearing all over local and international media. Our little adventure video at the Elephant Pageant helped increase Denizen’s fans by over 300% to 1.2 million and contributed to the 2.5 million video views on our channel. We also increased intent to purchase with 300% more clicks on our store locator and thousands of coupon downloads.
We wanted to ride on a big scale existing event that is covered in the whole of India and the world over, to create PR buzz for our brand.
Lakshmi and Denizen became the talk of town appearing all over local and international media. Our little adventure video at the Elephant Pageant helped increase Denizen’s fans by over 300% to 1.2 million and contributed to the 2.5 million video views on our channel, with an engagement rate over 4 million. Along the way we also achieved over 74 million friend to friend recommendations, with Share of Voice increased 20 times. We also increased intent to purchase with 300% more clicks on our store locator and thousands of coupon downloads.
We picked an elephant, Lakshmi, as our pageant contestant. We bathed her and dressed her in a pink checked shirt and a pair of jeans with 150-inch waistline. We added some finishing make-up touches and she was ready for her catwalk! She was a rock star, with everyone wanting a photo with her. We wanted to tell everyone how great fitting Denizen Jeans were. And guess what? Lakshmi won the prize for best-dressed elephant in the pageant!
We wanted establish Denizen from Levi’s as a mass brand in India, and demonstrate it’s got great fitting jeans for all kinds of people. The opportunity arose when the annual elephant beauty pageant came along.
To gain the buzz, we decided to hack into India’s rich culture to help us. By taking part in a pageant that was started by the kings in the 1800s in celebration of victory and prosperity. The Elephant Beauty Pageant. Held every year in Jaipur, it gets press coverage from India and the world over.