The objective was to start recruiting lyrics from day one. The campaign broke on Valentine’s Day and we focused on the most techno savvy part of our audience, teasing them via online presence on Radio Deejay website. In week 2 we started a 30’’ radio commercial and 60” DJs mentioning. A mini programme "Levi’s Love Lab" started in week 3, with 120” slots. Radio spots and online presence supported the entire duration of Levi’s Love Lab (5 weeks).

Over 1,000 listeners sent their lyrics to the radio station and the programme gained PR on national press. Shakespeare is now relevant for men, aged 15-24!