Title | PROJECT WATERLESS |
Brand | LEVI'S |
Product / Service | WATERLESS JEANS |
Category | A09. Use of Social in a Promotional Campaign |
Entrant | BBDO PROXIMITY MALAYSIA Kuala Lumpur, MALAYSIA |
Entrant Company | BBDO PROXIMITY MALAYSIA Kuala Lumpur, MALAYSIA |
Advertising Agency | BBDO PROXIMITY MALAYSIA Kuala Lumpur, MALAYSIA |
Name | Company | Position |
---|---|---|
Tan Chee Keong | BBDO/Proximity Malaysia | Executive Creative Director |
Adam Chan | BBDO/Proximity Malaysia | Creative Director |
Carina Teo | BBDO/Proximity Malaysia | Creative Director |
Adam Chan | BBDO/Proximity Malaysia | Copywriter |
Ferhan Faidzan | BBDO/Proximity Malaysia | Copywriter |
Tan Chee Keong | BBDO/Proximity Malaysia | Art Director |
Mimmo Leong | BBDO/Proximity Malaysia | Art Director |
Lian Ee Wern | BBDO/Proximity Malaysia | Designer |
Hong Nyok Hwa | BBDO/Proximity Malaysia | Head Of Av |
Sandra Duarete | BBDO/Proximity Malaysia | Agency Producer |
Jackie Chong | BBDO/Proximity Malaysia | Agency Producer |
Jelise Chung | Directors Think Tank | Director |
Pat Singh | Directors Think Tank | Executive Producer |
Andrea Duarete | Canang Studio | Managing Director |
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. The question was, 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.
Now, how do we then make the core essence of the collection resonate with the target audience? 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
Was a success in more than 41 stores nationwide. The campaign was covered in local dailies (Sin Chew, Kwong Wah), securing 460,000 PR impressions. Received 1000+ likes on its Facebook page. Sales increased by 20%. More than 50% sell-through nationwide 15% increase in store traffic 9% conversion rate And we got the youth of Malaysia to see WATERLESS jeans as something more than just a fashion statement.
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. The more they saved, the more they were rewarded.