The Campaign

Our biggest challenge was making the product story of WATERLESS jeans relevant to the target market – a collection that uses up to 96% less water in the finishing process. Now, how do we make a pair of jeans designed around water conservation relevant to a nation with the highest water consumption per capita in the region? The idea challenged the youth of Malaysia to live the very DNA of the product. Save water by changing habits. After one month, they would have to prove it by bringing in their water bills to the store. Old bill vs. new bill.

Success of the Campaign

We decided to reward good water usage behaviour. The dialogue started on social media. We posed a challenge: “How much water can you save in a month?” If they saved enough, Levi’s would reward them at the end of the month. Every 1m3 saved would equate to RM20 off the WATERLESS Jeans. For 30 days, we shared water saving tips online, and encouraged people to share their own. At the end of the month, we hoped people had done enough. We invited people to bring in their water bills to Levi's stores. And to show us how much they've saved by comparing their new water bill against their old water bill. The more they saved, the more they were rewarded.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

It takes about 42 litres of water to make a pair of jeans. Levi’s® new WATERLESS Collection uses up to 96% less water in the finishing process, saving more than 170 million litres of water to date. Malaysians use 226 litres of water a day – the highest in the region . A study showed that 70% of Malaysians use more water than they should. How do you make a pair of jeans designed around water conservation relevant to Malaysia - a nation with the highest water consumption per capita in the region? Through a dialogue started on social media, we got the target audience to save water by changing water usage habits. After one month, they would have to prove it by bringing in their water bills to the store. If they made a positive change and saved enough water, they would save on the Levi’s WATERLESS collection.