Levi`s DM SOUNDWASH by TBWA\Hong Kong

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Industry Jeans
Media Direct marketing
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, Jacqueline Hung
Copywriter Mike Wu
Designer Jacqueline Hung, Lui Yuen Yi, Joe Lee
Typographer Ken Hui, Jacqueline Hung
Released July 2010

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Advertiser: LEVI STRAUSS
Product/Service: SQUARE CUT JEANS
Date of First Appearance: Jul 19 2010
Executive Creative Director: Mark Ringer (TBWA/TEQUILA)
Creative Director: Esther Wong (TBWA/TEQUILA)
Creative Director: Betty Ho (TBWA/TEQUILA)
Creative Director: Ken Hui (TBWA/TEQUILA)
Copywriter: Mike Wu (TBWA/TEQUILA)
Art Director: Liou Ming (TBWA/TEQUILA)
Art Director: Tony Mak (TBWA/TEQUILA)
Art Director: Ken Hui (TBWA/TEQUILA)
Art Director: Jacqueline Hung (TBWA/TEQUILA)
Typographer: Joe Lee (J Illustration)
Typographer: Ken Hui (TBWA/TEQUILA)
Typographer: Jacqueline Hung (TBWA/TEQUILA)
Designer: Lui Yuen Yi (TBWA/TEQUILA)
Designer: Joe Lee (J Illustration)
Designer: Jacqueline Hung (TBWA/TEQUILA)
Strategy Partner: BBH Singapore (BBH/TBWA/TEQUILA)
Creative Technologist: Victor Norgren (TBWA/TEQUILA)
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 brief/objective of the direct campaign.
With 4-6 new collections pitched each year, Levi’s® must always be relevant, show originality and authenticity. The new collection in Jul 2010, called Square Cut Collection, was named after classic pop songs with different jean “wash” styles. 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 non-traditional consumer engagement strategy to ensure the focused messaging.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We developed a campaign around the idea of “Soundwashing”. We created a multidimensional and interactive experience combining music and self-expression in a unique way. The basic concept behind is: choose your style of Square Cut jeans and “Soundwash” it with your favourite music using the Soundwashing Machine – a completely new technology we invented. We put these new machines in a specially built Soundwash Laundry in a main shopping mall in Hong Kong where our audiences love to hang out. The idea extended across packaging, print, in-store, online and mobile.

Explain why the creative execution was relevant to the product or service.
Levi’s® target audiences are HK teens between 15 and 24. Jeans are a must-have item for them, but they have much more choices than before. They are also gadget-oriented and multi-tasking. So in order to engage them, the idea must be new, multidimensional and interactive. Soundwash is a new concept and the unique Soundwashing machine is a completely new technology we invented. Also, we extended this idea into packaging where we created limited edition boxes in the format of laundry detergent boxes. The idea also extended across online – the first ever online Soundwash Laundry, and mobile – a new iPhone Soundwash game app.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In just 4 days, more than 10,000 people visited the Laundry.
From August 5-8, 2010 vs July 29 – August 1, 2010, Levi’s® store traffic was boosted by 85% and the number of transactions increased by 66%. Overall sales at Levi’s® store were up 80% and nearby store sales were boosted 57%.
Over HK$2.5 million generated in PR coverage.
The minisite generated an increase of 100% in page visits.
8, 700 people joined the online lucky draw program in 4 days. 60,000 online conversations were generated.
The iPhone app became the top 2 music app in the iTunes store.