Levi's: Summer Hotline by TBWA\Hong Kong for Levi`s

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Levi's: Summer Hotline

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Industry Jeans
Media Film
Market Hong Kong SAR China
Agency TBWA\Hong Kong
Executive Creative Director Mark Ringer
Copywriter Mike Wu
Illustrator Joe Lee
Released April 2012

Credits & Description

Media: Ambient
Geo: Hong Kong
Category: Clothing & Footwear
Agency: TBWA
Brand: Levi's
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.

Advertising Agency: TBWA\ Hong Kong
Executive Creative Director: Mark Ringer
Group Creative Director: Esther Wong
Creative Directors: Ken Hui, Mike Wu
Art Directors: Joe Chow, Jacqueline Hung
Copywriter: Mike Wu
Illustrator: Joe Lee
Published: April 2012