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CHALLENGE In a saturated jeans market place, Levi’s needed to reclaim their iconic status by reconnecting with their audience and reigniting exc… Read More
CHALLENGE In a saturated jeans market place, Levi’s needed to reclaim their iconic status by reconnecting with their audience and reigniting excitement for the brand. SOLUTION Get ‘talking’ to the audience with the Levi’s Summer Hotline. Our larger than life pop-up interactive phone booth got temperatures rising by forcing our audience out of their comfort zones. Our brave contenders had to tackle tough challenges set by Hong Kong’s hottest radio hosts through real time video interaction. RESULTS Over 3 days, nearly half a million people interacted with the booths. Thousands of people spread the word online generating hundreds of likes, discussions and positive reactions. Over HK$250,000 worth of earned media was generated with 0 investment in paid media and sales increased by over 30% over a typical week period. Read Less
Published:
Levi's Summer Hotline

Advertiser: Levi Strauss (HK) Ltd
Creative Agency: TBWA\ Hong Kong
Creative Director: Ken Hui, Mike Wu
Copy Writer: Mike Wu
Art Director: Ken Hui, Jacqueline Hung, Joe Chow
Designer: Ken Hui, Joe Chow, Jacqueline Hung

CHALLENGE
In a saturated jeans market place, Levi’s needed to reclaim their iconic status by reconnecting with their audience and reigniting excitement for the brand.

SOLUTION
Get ‘talking’ to the audience with the Levi’s Summer Hotline. Our larger-than-life pop-up interactive phone booth got temperatures rising by forcing our audience out of their comfort zones. Our brave contenders had to tackle tough challenges set by Hong Kong’s hottest radio hosts through real time video interaction.

RESULTS
Over 3 days, nearly half a million people interacted with the booths. Thousands of people spread the word online generating hundreds of likes, discussions and positive reactions. Over HK$250,000 worth of earned media was generated with 0 investment in paid media and sales increased by over 30% over a typical week period.