Levi’s in Hong Kong partnered with advertising agency TBWA to increase brand exposure and appeal to Hong Kong’s youth culture, which saw the ‘Levis Summer Hotline’ campaign created. the campaign revolved around a seemingly innocent bright red telephone booth placed in malls and shopping centres. The brand recruited two popular radio hosts who connected with individuals in the booths via video feed from the Levi’s store and challenged them to answer questions or do crazy stunts. The crazier the stunt, the bigger the prize, which was printed out in the booth like a receipt to be redeemed at nearby Levi’s stores.
The campaign saw nearly 1/2 a million people enter the booths over a three day period, and drove sales up by 30%.
Love Niamh x