Washing Line Guerrilla Campaign
CUNNING was briefed to devise a UK nationwide street based campaign to promote the launch of Levi’s Engineered Jeans™.
The campaign was to run across 13 cities and the main objectives were to achieve regional coverage and get talkabillity among Levi’s target audience of 14-19 year olds.
With only two weeks notice, CUNNING devised a highly visible campaign by hanging Levi jeans and jackets “washing line” style across main roads and pedestrianised shopping areas in 13 major UK cities in high impact areas frequented by the target audience of 14-19 year olds.
The “washing line” installations were concentrated around Levi’s Stores and also places where 14-19 year olds typically hang out (such as McDonalds). Some of the installations were 40-foot high, rising above the traffic and designed to act as a quirky street advertisement.
Others were purposely hung lower to lure the passing public to feel or steal them. In order to stimulate regional media interest we called local radio and newspapers pretending to be either outraged residents or students and clubbers who were ecstatic at having nabbed themselves a brand new pair of Levi’s and telling others where to find them.
There was extensive regional coverage in the 13 cities including the Manchester Evening News and Scottish Sun. Amongst the broadcast media Kiss 100, 98FM Dublin and Forth FM ran news items. Magazine coverage included The Big Issue, Muzik and Ministry of Sound Magazine.
Passing pedestrian traffic was estimated at 3,100,000.