American denim brand Lee has just launched a digital campaign for the new Spring/Summer 2015 collection that allows fans to create their own 4-Dimensional refreshing moments to face the hot summer.
The digital-focused integrated campaign created by TBWA\Hong Kong, which also includes print and out-of-home, features a new innovative product line called Jade Fusion. The denim used in the line has a jade element woven into the fabric in order to better regulate body temperatures in the summer heat for lasting freshness.
Riding on the product benefit of freshness, Lee wants fans to stay fresh longer by creating their own refreshing moments. By scanning a QR code, fans will be directed to a WeChat site where they can select and customize three layers of visuals to create a 3-D video. The video can be viewed through a special do-it-yourself holograph box allowing fans to enjoy their clip in 3-D along with a refreshing scent, creating a 4-D experience.
The holograph box can be picked up in Lee stores as well in selected magazines. Fans can also share their refreshing moments on social media.
“By stimulating the audience’s senses through a 4-D video experience, it really helps to bring the product benefit of freshness to life,” commented Vincy Ho, Lee’s Director of Marketing.
“WeChat users are increasingly savvy and more hungry than ever for inventive forms of interaction. This time, by using multiple sensory elements, we were able to create a unique engagement as well as strengthen the O2O linkage,” added Joanne Lao, TBWA Chief Executive Officer, Greater China.
The campaign starts in Hong Kong and will also travel to major Tier 1 and Tier 2 cities in China with 4-D refreshing stations set up in key out-of-home sites such as metro stations, cinemas and shopping malls, allowing passerby to create and view their 4-D videos and have a refreshing moment during the hot summer days.
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