With the increasing pressure on business and an easily distracted audience, mental availability is a challenge. Brands must go beyond creating awareness and shift toward audience engagement. To achieve this, we need strategies to foster meaningful consumer-brand relationships. For Levi’s, despite tight media budgets, we explored smart alternatives such as co-branding and special builds, to generate market excitement. For Philips, similar challenges with so many brands competing for the attention of the audience. With common goals, the partnership was born.

Picture this: A cutting-edge retail store called Philips Lab on Zhangyuan Road, Shanghai. A street renowned as the vibrant “instagrammable” hot spot for the youth's fashion expression.

The exterior of the lab then became a canvas and was transformed with a painting of the Levi's 501. Imagine the 673 sq m of the lab donning an XXXXXL-sized Levi's, embodying a theme of “spontaneous journey”.

Beyond the lab's exterior transformation and within, there was a range of engaging experiences for consumers. Visitors crafting their own denim pouches to put Philips men's shavers, electric toothbrushes, or any creative item associated with spontaneous journeys. It's not just about products nor campaign; it's an immersive journey into the world of creativity and spontaneity."

Embracing creativity without relying on traditional paid media tactics for the Philips and Levi’s collaboration, a special build was developed on a well-known fashion street. The goal was to drive market excitement. This special build transformation was so iconic that it captured the hearts and minds of our audience.

High levels of engagement (Brand: Levi’s and Philips)

- Accumulated >150 UGC social posts, resulting in 211K social engagement

- The highest likes for the cost was over 1K (vs an average 25+ likes)

Generated high awareness for the co-branding initiative

- Levi’s & Philips - Online: 42M impressions

- Philips - Offline: An average 8-10K visitors / day

Offline stores expansion (Brand: Levi’s and Philips)

- The success of Shanghai special build engagement extended to total 267 offline stores engagement across Shenzhen, Chengdu and Changsha

Strong ecommerce performance as a result (Brand: Levi’s only)

- Attracted +107% number of unique buyers to ecommerce page (vs targeted KPI)

- Sold +106% number of products (vs targeted KPI)

- +36%