Advertiser: LEE ASIA PACIFIC
Agency: OGILVY & MATHER SHANGHAI
Category: Fast Moving Consumer Goods
Advertising campaign: THE NIGHTSIDE EXPERIENCE
Associate Director: Lisa Cao (Ogilvy PR)
Associate Creative Director: Martin Latham (Ogilvy Advertising Shanghai)
Chief Creative Officer China: Graham Fink (Ogilvy Advertising Shanghai)
Group Account Director/Producer: Oli Goulden (Ogilvy Advertising Shanghai)
Planner: Vivian Tu (Ogilvy Advertising Shanghai)
Effectiveness
The films received over 3.2 million views, helping to grow Lee’s Weibo fan base by 261%.Lee outsold its competitor, Levis, for the first time in 10 years, despite spending 3x less.
Execution
With no media spend we had to look to use the KOL's personal social media sites to get our coverage. This meant we needed the event to produce content the KOLS would want to share for free. This required a totally different approach to the traditional launch event.
Strategy
Business Objectives: 1.Close the market share gap with Levi’s.Communications Objectives:1.Close the brand equity gap.2.Improve the brand’s image.Before the campaign Lee had a weak brand image and was heavily overshaddowed by it's competitor Levis. The overall idea for the 'free your nightside' campaign was based on the thinking that all human beings have a dominant personality type and then a recessive side that is quieter, and more creative, but is there nonetheless. Qualitative research conducted by the agency revealed that the ‘shadow side’ of Chinese youth is often repressed by family, work and social pressures. We positioned the Nightskins as means to access the darker side of personality. By exposing the 'Nightside' of our KOL's we hoped to inspire chinese youth to do the same.