ASIA-PACIFIC – SHANGHAI, CHINA, MAY 2011 – The new ‘Live Forever Lee’ campaign for the brand’s Brooklyn-inspired 2011 Spring/Summer collection brings the “Live Creatively” theme to life. Ogilvy Shanghai produced an inspiring music video for the online campaign and invited consumers to personalize the music video with their own messages before sending it to friends through social media sites.
Lee fans can also find campaign visuals, a behind-the-scenes look at the making of the music video and product information on the dedicated campaign website: event.youku.com/lee.
Jacqueline Wong, Senior Marketing Manager for Lee APAC, said, “It’s very exciting to see the one-of-a-kind music videos and inspiring messages that Chinese consumers are creating on our website. The personal statements and life principles that people are sharing are really giving us an intimate glimpse into the hearts and minds of our consumers and it’s allowing us to build a powerful, personal connection with them.”
Danny Higgins, Executive Creative Director, Global Clients, O&M Group/Shanghai, said, “To stand out from the competition, our strategy focused on showing a genuine perspective of people’s lives through a personalized online music video made with their zeal and passion.”
The Lee campaign’s interactive marketing platforms include print and outdoor campaigns, the dedicated website and offline PR events.
The ‘Live Forever Lee’ campaign will run in China until summer 2011.
