LEVI'S SUMMER HOTLINE

TitleLEVI'S SUMMER HOTLINE
BrandLEVI STRAUSS HONG KONG
Product / ServiceSUMMER COLLECTION
CategoryA01. Event & Field Marketing
EntrantTBWA\HONG KONG, HONG KONG
Entrant Company:TBWA\HONG KONG, HONG KONG
Sales Promotion/Advertising Agency:TBWA\HONG KONG, HONG KONG

Credits

Name Company Position
Mark Ringer Tbwa\ Hong Kong Exective Creative Director
Esther Wong Tbwa\ Hong Kong Group Creative Director - Greater China
Ken Hui Tbwa\ Hong Kong Creative Director
Mike Wu Tbwa\ Hong Kong Creative Director/Copywriter
Jacqueline Hung Tbwa\ Hong Kong Art Director
Joe Chow Tbwa\ Hong Kong Art Director
Terence Ling Tbwa\ Hong Kong Planner
Florence Kong Tbwa\ Hong Kong Client Services Director
Pauline Wong Tbwa\ Hong Kong Group Account Director
Vanilza Cheng Tbwa\ Hong Kong Senior Account Manager
Hagan Chan Tbwa\ Hong Kong Account Manager
---- Performa Limited Production House

The Brief

Our objective was to reclaim Levi’s fashion icon status by impressing HK fashionistas with an immersive and interactive experience. Simultaneously we aimed to make Levi’s the ‘Talk of the Town’ amongst HK teens, cutting through the cluttered jeans marketplace and giving our audience the chance to re-experience Levi’s originality and spirit. Our targets are fashion-forward Hong Kong youths. There’s a growing trend for Hong Kong youth to hide their emotions, taking comfort behind online digital filters and remain unseen. Our challenge was how to engage this group, getting them to open up and share their true selves as well as connecting them to the Levi’s brand.

Describe how the promotion developed from concept to implementation

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 fashion-forward Hong Kong youths 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.

Describe the success of the promotion with both client and consumer including some quantifiable 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.

Explain why the method of promotion was most relevant to the product or service

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.