Consumers told Levi’s® that boldness was definedas the ability to express yourself, and to choose what you want to do. It was about rebellingagainst convention, but in ways that were safe and seen to be cool and fashionable.

Instead of dictating the meaning of Bold, the strategy was to invite consumers to define their own boldness. This was brought to life through the campaign “How bold are you?” Everything is a choice. Levi’s® TYPE 1 invites people to express their own boldness, in whatever choices they make, however they choose to make them. This was delivered through a drive-to-web campaign and promotion to invite consumers to submit their own bold videos to win $5,000 of Levi’s® coupons.

Two months after launch, the bold videos were viewed more than 474,000 times on YoutTube and the promotional mini-site. The campaign was heavily discussed on various local online message boards, blogs and featured in popular weekly magazines including Milk, Weekend Weekly, and Apply Daily, one of Hong Kong’s largest Daily Newspapers. Apple Daily has since named the campaign as the number 3 trend happening in Hong Kong in 2006, after the launch of Nintendo Wii and the opening of Bathing Ape, the Japanese designer store.The campaign has generated a 15% increase in Levi’s® jeans sales compared to the same period in 2005. The TYPE 1 Jeans’ market share more than doubled from 13% to 33%. Top of mind brand awareness improved by 24% amongst the target age group segment.