That forgotten sheet of carbon in the rickety old typewriter. And the idea was there.The Campaign elements: 1. Superpresso Contest Inserts in Magazines.The first sheet in the insert had the Levi's 3some image with a carbon sheet below and a blank sheet below the carbon to create your own superpressed impressions.

2. Folded Superpressed carbon inserts in Magazines on centrefolds only.3. Single sheet inserts with image on page 9 and carbon impression on page 99.4. A direct mailer with 1 image, 1 carbon sheet below it followed by 100 odd superpressed carbon impressions below it.

1. The contest generated a record 18,900 responses from across the 3 cities of Mumbai, Delhi & Bangalore.2. Walkins to Levi's stores doubled during this campaign period with a purchase of around 4000 pairs of jeans across the 3 cities.3. The direct mailer was sent out to 3500 targets from an existing customer database and also displayed as coffeetable books at youth hangouts & cafes . 2460 respondents visited Levi's stores in Bangalore between 16 December and 30 January 2003. Superpressed sales during the period: 1801