Levi's sought to sustain interest and generate engagement with the youth segment in the second phase of the campaign, which followed the December 2005 print and outdoor push fronted by Cantopop star Jay Chow.
"With the new phase, we really wanted the youth segment to engage with the brand," said Caroline Chan, group director of Levi's media agency OMD, which helped drive the campaign alongside creative partner Tequila Hong Kong. "We have had very encouraging results."
"With the new phase, we really wanted the youth segment to engage with the brand," said Caroline Chan, group director of Levi's media agency OMD, which helped drive the campaign alongside creative partner Tequila Hong Kong. "We have had very encouraging results."
As part of the competition, consumers were asked to provide a design that encapsulated their understanding of the brand's 'Free to move'positioning. Entrants were free to submit their interpretation of the theme in any format -- a song, video or visual icon. Chan said OMD selected youth magazine Milk as a partner to launch the competition with a cover story during the teaser phase. Milk also recruited local designers to submit their designs based on the campaign theme, and their entries were showcased in the title and at the leviej.com.hk website, alongside the public's submissions.
The online push also included a public voting element, with Levi's offering a HK$200 (US$25) voucher as an incentive. The campaign will wrap up with a three-week exhibition of the winning work, which kicks off at press-time, initially at a Levi's shop, followed by the Sun Arcade in Tsimshatsui.
