Levi`s Case study SOUNDWASH by TBWA\Hong Kong

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Industry Jeans
Media Case study
Market Hong Kong SAR China
Agency TBWA\Hong Kong
Director Kevin Li
Executive Creative Director Mark Ringer
Creative Director Esther Wong, Betty Ho
Art Director Tony Mak, Liou Ming
Copywriter Mike Wu
Designer Lui Yuen Yi
Production Reddog
Production Redtangle Workshop
Released August 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: LEVI STRAUSS
Product/Service: SQUARE CUT JEANS
Date of First Appearance: Jul 19 2010
Executive Creative Director: Mark Ringer (TBWA\TEQUILA\HK)
Creative Director: Esther Wong (TBWA\TEQUILA\HK)
Creative Director: Betty Ho (TBWA\TEQUILA\HK)
Creative Director/Art Director/Typographer: Ken Hui (TBWA\TEQUILA\HK)
Copywriter: Mike Wu (TBWA\TEQUILA\HK)
Art Director: Liou Ming (TBWA\TEQUILA\HK)
Art Director: Tony Mak (TBWA\TEQUILA\HK)
Art Director/Typographer/Designer: Jacqueline Hung (TBWA\TEQUILA\HK)
Typographer/Designer: Joe Lee (J Illustration)
Designer: Lui Yuen Yi (TBWA\TEQUILA\HK)
Strategy Partner: BBH Singapore / TBWA\TEQUILA\HK (BBH Singapore / TBWA\TEQUILA\HK)
Creative Technogist: Victor Norgren (TBWA\TEQUILA\HK)
Production House: Ricky Wong (Redtangle Workshop)
Production House: Timon Wehril (Reddog)
Director: Kevin Li (Fat Ball Slim)
Media placement: Print - East Touch, Milk, New Monday - 3 Aug 2010
Media placement: Instore visual merchandizing - Levi’s® stores - 19 Jul 2010
Media placement: Packaging - Soundwash laundry, Levi’s® stores - 5 Aug 2010
Media placement: Pop-up store - Silvercord (shopping mall in Tsim Sha Tsui, HK) - 5 Aug 2010
Media placement: Street event - Tsim Sha Tsui - 5 Aug 2010
Media placement: Viral video - Youtube, Levi’s® minisite - 26 Jul 2010
Media placement: Online mimisite - - 2 Aug 2010
Media placement: Online banners - Yahoo!HK, discuss.com, Uwants - 2 Aug 2010
Media placement: Mobile app - App store, Levi’s® minisite - 9 Aug 2010

Describe the campaign/entry
With 4-6 new collections pitched each year, Levi’s® must always be relevant, show originality and authenticity. The new Square Cut collection was launched in July 2010 and was named after classic pop songs with different washes on the jeans. However, teens in HK do not particularly appreciate classic pop songs. They are also multi-tasking and gadget-oriented. So the challenge was to put jeans and music together, in a way that fully engaged our audience with the brand, while driving business growth and market leadership.
Instead of using traditional one way media, we created a multidimensional and interactive experience combining music and self-expression in a unique way. We developed a campaign around the idea of “Soundwash”. The basic concept behind it is this: choose your style of Square Cut Jeans and “Soundwash” it with your favourite music using the Soundwashing Machine – a completely new technology we invented.

Describe how the campaign/entry was launched across each channel in the order of implementation
We put the Soundwashing Machines in a specially built Soundwash Laundrette in a main shopping mall where our audience loves to hang out. This laundry pop-up store was promoted over four days. Washing powder formula was given out for entering a prize draw in the laundry and online. Levi’s® jeans could be bought in a limited edition box in the format of a laundry detergent box.
We also launched the first ever Soundwash Laundry, online. For mobile, we had the iPhone Soundwash game app which challenged people to wash the most jeans.

Key to the promoting of the campaign was famous local band, MISTER. They dived into the wash through an online video which proved popular, and magazine ads.
So with the store visual merchandising, street event, a special buy magazine, and both online and offline activities all working together in an integrated fashion, it all paid off handsomely.

Give some idea of how successful this campaign/entry was with both client and consumer
- Over 10,000 visitors to the Soundwash Laundrette in just 4 days.
- Silvercord Levi’s® store traffic was boosted by 85% and the number of transactions increased by 66%.
- Overall sales at Silvercord Levi’s® store were up 80% and nearby store sales were boosted 57% from the previous week.
- The special edition package sell through rate went up 125%.
- There was over HK$2.5 million of PR.
- 100% increase in minisite page visits.
- Over the four days, August 5-8, 700 people joined the online lucky draw program.
- 60,000 online conversations were generated.
- The iPhone app became the top 2 music app in the iTunes store.