THE GOLD BUTTON by Ogilvy & Mather Shanghai for Lee

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THE GOLD BUTTON

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Industry Jeans
Media Promo & PR, Case study
Market China
Agency Ogilvy & Mather Shanghai
Photographer Justin Cooper
Account Supervisor Keen Yim, Jaime Chua
Released September 2009

Credits & Description

Category: Clothing, Footwear & Accessories
Advertiser: LEE
Product/Service: JEANS
Agency: OGILVY SHANGHAI
Date of First Appearance: Sep 16 2009 12:00AM
Entrant Company: OGILVY SHANGHAI, CHINA
Exectutive Creative Directors: Kevin Lee/Natalie Lam/Sean Sim/Zhu Hao (Ogilvy Shanghai)
Creative Directors: Kevin Lee/Kit Ong/Natalie Lam/Sean Sim/Fiona Chen/Kelvin Leong/Nicki Wong (Ogilvy Shanghai)
Copywriters: Kit Ong//Adams Fan/Joan Zheng/Stan Xu/Stanley Tao/Levi Zhang (Ogilvy Shanghai)
Art Directors: Kevin Lee/Natalie Lam/Fiona Chen/Minsheng Zhang/Zhang Lei/Kama Zhang/Casper Woo/ (Ogilvy Shanghai)
Agency Producers: Aywei Wong/Weisian Lee (Ogilvy Shanghai)
Photographer: Justin Cooper
Sound Production: (Kai Music)
Producers: Chye Yee Chow/Liu Jin Ming/Joyce Chen
Account Supervisor: Keen Yim/Jaime Chua (Ogilvy Shanghai)
Media placement: Outdoor - In Store/street - 16-09-2009
Media placement: Website - Website - 16-09-2009
Media placement: PR - Public Areas - 16-09-2009

Results and Effectiveness
And through this campaign, Lee Jeans achieved its aim of making people aware of its history in the most innovative manner. 813,000 page views were recorded over the 5-day game period, which is 54% above the benchmark average. And a total of 468,000 people registered in a short period of only 5 days.

Creative Execution
We convinced the client to produce 120 pairs of specially designed jeans as prizes to an online game based on Lee’s 120 years history. The 120 pairs of jeans have a real gold button and rivets. Being the only Lee Jeans of such kind in the world makes each of them priceless. And having these jeans as prizes is a great reward for people to want to find out about Lee’s more than century long achievements. We spread the word through an integrated campaign that covers PR, print, outdoor at prime locations that includes a mini-museum and online. Online was designated as the heart of the campaign.

Insights, Strategy & the Idea
Lee Jeans wants people to know it’s been around for 120 years. But no one wants a history lesson. So how do you make the milestones of a company sexy to a young generation that is more interested in their own stories than someone else’s?