The objective of this campaign was to extend Levi's leadership in the Chinese jeans market, specifically to increase sales revenue through the launch of the upcoming collection and drive brand buzz and brand engagement
Levis has faced increasing competition in China. Traditional second tier denim brands have entered the Chinese market as first tier brands, pricing themselves in the same segments as Levi's. Brand perceptions are critical to Levi's success. To capture the attention of demanding trend-leaders, 'Rule the Night' was born, an unprecedented interactive adventure produced from over 65 hours of filmed production. 'Progressives' were identified as the key strategic target. To captivate this audience, a new ad format in China was created - a choose-your-own-adventure interactive video that let viewers choose and rule their own night adventure from five settings that can finish with up to 35 endings. These interactive videos ran on Tudou, China's popular video site. At the end of their adventure, players were given the opportunity to share their own night adventures with the world. Celebrity icons Shawn Yu and Gao Yuan Yuan were chosen to represent Levi's After Dark, the name of the new collection.
This groundbreaking initiative generated business results that compare favourably to traditional advertising campaigns. The total number of Levi's jeans sold during the campaign period increased despite a rise in the average price per jean sold, indicating a strengthening of brand demand and the premium it commands. Every dollar invested in the campaign paid back many multiples in sales revenue.
Since its launch in Vietnam in 2006, Ovaltine had performed poorly and 2010 was termed as the make-or-break year for the brand. The challenge for Y&R Vietnam was to prove that Ovaltine had a future in the Vietnamese market.
Ovaltine operates in the largest and most heavily advertised category in Vietnam. Three players dominate the market with a collective market share of 90.4% and a collective share of voice of 83% in mass media. Given it could not fight its competitors on TV, Ovaltine decided to own the web, which still provided significant reach within our target group of 8-12 year old kids. It created the Super 5 Challenge - a campaign that revolved around a group of five characters, each with a distinct personality trait. It involved children's storywriters and comic book artists to develop a collection of open-ended fun stories told in the form of comics. Kids were invited to create and submit their own endings and the entry with the most votes won. The campaign was promoted on kids' websites, magazines, comic publications and out of home.
Following the campaign Ovaltine recorded its best ever performance. Market share jumped by 20%, with a 41% overall growth in volume. The company has committed further investments for Ovaltine in Vietnam. Y&R Vietnam recently launched the brand in a new format (Ovaltinees Candy) and have been informed of two new variants to be launched in 2011 with higher levels of investments. Super 5 characters have also become highly recognisable and differentiated brand property for Ovaltine.