Winner of "Most Effective Use of PR" with
Asian Marketing Effectiveness Awards 2008!

Levi's ® wanted to leverage the launch of Coppers Fall Collection to reinforce its leadership as a cool, fashionable brand and create awareness of the Coppers collection amongst the youth. H&K developed a high-impact media and consumer campaign, capitalizing on youth's interest in interaction and aspirations in becoming a recognized style icon, instead of holding an ordinary launch party, the agency advised Levi's ® to organize a nationwide contest searching for the "Coppers Cool Hunt for Stylish Guy and Girl" to drive interaction. The campaign included a media launch at Levi's flagship store for top fashion media with interactive sessions. The contest attracted thousands of participants and generated extensive media coverage, in addition to establishing better understanding of the brand and positioning Levi's ® as trend setting icon. By the end of campaign, sales had jumped by 58%; micro-site drew more than 1.3 million online visitors within 2 months and about 1,000 consumers participated in the online contest. This campaign won "Most Effective Use of PR" award with Asian Marketing Effectiveness Awards 2008!