With 4-6 new collections pitched each year, Levi’s® must always be relevant, show originality and authenticity. The new Square Cut collection was launched in July 2010 and was named after classic pop songs with different washes on the jeans. However, teens in HK do not particularly appreciate classic pop songs. They are also multi-tasking and gadget-oriented. So the challenge was to put jeans and music together, in a way that fully engaged our audience with the brand, while driving business growth and market leadership.

Instead of using traditional one way media, we created a multidimensional and interactive experience combining music and self-expression in a unique way. We developed a campaign around the idea of “Soundwash”. The basic concept behind it is this: choose your style of Square Cut Jeans and “Soundwash” it with your favourite music using the Soundwashing Machine – a completely new technology we invented.

We put the Soundwashing Machines in a specially built Soundwash Laundry in a main shopping mall where our audiences love to hang out. This laundry pop-up store was promoted over four days. Washing powder formula was given out for entering a prize draw in the laundry and online. Levi’s® jeans could be bought in a limited edition box in the format of a laundry detergent box.

We also launched the first ever Soundwash Laundry, online. For mobile, we had the iPhone Soundwash game app which challenged people to wash the most jeans.

Key to the promoting of the campaign was famous local band, MISTER. They dived into the wash through an online video which proved popular, and magazine ads.

So with the store visual merchandising, street event, a special buy magazine, and both online and offline activities all working in an integrated fashion together, it all paid off handsomely.

Over 10,000 visitors to the Soundwash Laundry in just 4 days.Silvercord Levi’s store traffic was boosted by 85% and the number of transactions increased by 66%. Overall sales at Silvercord Levi’s store were up 80% and nearby store sales were boosted 57% from the previous week.The special edition package sell through rate was up 125%.Over HK$2.5 million of PR.

100% increase in minisite page visits. Over the four days, August 5-8, 700 people joined the online lucky draw program. 60,000 online conversations were generated.The iPhone app became the top 2 music app in the iTunes store.