Unbuttoned the Magazine into Mini Levi’s 501 Jeans.To kick start WOM before the launch, a teaser was run the week prior to crank up the excitement.

When launched, a real & limited edition of Mini Levi’s 501 Jeans was made, with all details of button and stitching, to hold the branded content double issue of youth magazine East Touch. The magazine was inserted into the jeans; readers had to actually “unbutton” the Jeans to get to the copy inside.

Scarcity controlled 10,000 “Mini Jeans” editions were distributed at newsstand and convenience stores in selective teen areas with controlled daily copies and available only for three days.Breaking new boundaries - The magazine’s distribution channels were also “Unbuttoned” The execution expanded beyond the boundaries of a magazine and selected magazine distribution points were transformed into ambient Levi’s stores. Dominated mini-jeans window displays together with tailor-made branded Levi’s bins holding the magazine, all added in enhance the uniqueness of the “Mini Jeans” limited edition.

Teens go crazy for mini Levis 501s!• The first day’s release of jeans sold out in just four hours.• Pairs later sold on eBay 12 times the original cover price.• 75% of the target agreed the campaign “dramatically raised their interest in Levi’s new 501 “unbuttoned range”.• Within 1 month of launch Levi’s 501s men range monthly sales increased 52% YoY. The women’s range saw a 400% increase!