Original music to wash your Levi’s to
TBWA\Tequila Hong Kong has created a multidimensional and interactive experience combining music and self expression in a unique way. The idea invited people to wash their Levi’s Square Cut jeans in sound in a special Sound Wash Machine in the Levi’s Soundwash Laundry using music the audience had mixed themselves from specially developed Soundwash “laundry” mixes. The idea extended across packaging, a Laundromat, online and mobile.
The aim was to reinforce Levi’s leadership in the jeans category and to show originality as well as authenticity.
The campaign received very positive results with store traffic up 85% and over 10,000 visitors to the Soundwash Laundry in just 4 days. It also generated over HK$2.5 million of PR, 60,000 online conversations and 100% increase in Levi’s website page visits.