With 4-6 new collections pitched each year, Levi’s must always be relevant, show originality and authenticity. The new collection launched in July 2010 is called the Square Cut Collection, named after classic pop songs with different jean “wash” styles. The brief was to promote this latest collection while reinforcing Levi’s leadership in the jeans category and to show originality as well as authenticity.

Instead of using traditional one way media, we created a non-traditional consumer engagement strategy to ensure the focused messaging. We redefined the traditional point of sale experience by creating a whole new retail environment, and which was just up for 4 days. We invited audience to ”soundwash” Levi’s jeans in this classic American Laundry, where they could wash the jeans with their favourite music.

In just 4 days, more than 10,000 people visited the Laundry.From August 5-8, 2010 vs July 29 – August 1, 2010, Levi’s store traffic was boosted by 85% and the number of transactions increased by 66%. Overall sales at Levi’s store were up 80% and nearby store sales were boosted 57%.Over HK$2.5 million generated in PR coverage.

The minisite generated an increase of 100% in page visits.

8,700 people joined the online lucky draw program in 4 days. 60,000 online conversations were generated.The iPhone app became the top 2 music app in the iTunes store.