To bring this idea to life, we recruited 18 craftworkers from across London as the ‘faces’ of the Levi’s campaign. Their crafts were wide ranging and included singers, songwriters, fashion designers, illustrators, photographers and artists, each with their own unique story to tell.

The campaign was timed to launch the re-crafted flagship store on Regent Street and was supported by national print ads and outdoor ads across London.  Consumers were also able to follow the craftworkers via the campaign website www.leviscraftwork.com

Equipped with research carried out by the Centre for Sustainable Fashion, their collaborative concepts were realised with beautiful results. Exposure Digital are currently designing a website to help UK based fashion businesses develop productive relationships with Indian suppliers and successfully source sustainable textiles.

We recognised that the key to changing perceptions was to offer opportunities to trial in relevant environments. Our activity was designed to deliver trial across event, on trade and partnership platforms.

We created an experiential space which was taken to fashion and style destinations popular with the target audience. These included the Clothes Show in London, Westfield and designer fashion shows during London Fashion Week.

The space was a modern interpretation of the historical Martini Terrazza’s. The focal point was the bar, with the new Rosato variant glorified as a backdrop. The ‘Stay Beautiful’ concept was bought to life via complementary beauty treatments and mini manicures for consumers as they enjoyed their samples.

Within the on trade, Martini created a squadra of staff to visit over 200 outlets across the UK. The team sampled the new Rosato variant to consumers, whilst also incentivising further purchase with promotional activity. On trade collateral and kits were also created, utilising impactful reflective surfaces to maximise standout in a crowded environment.

The partnerships created in 2009 with Toni&Guy and Nails Inc. were chosen due to their relevance to the target audience, and also to maximise reach of samples across the UK within their high street salons.

In total over 60,000 samples were distributed across events, on trade and partnership activity. There was a 20% conversion from trial to purchase in the on trade and over 36,000 people were driven to a dedicated Facebook page (8,000 fan sign ups).

We’ve employed strategies targeting Tiger’s core audience of men aged between 18 and 34 as well as the Asian restaurant and wholesale sector, including above-the-line advertising, experiential, digital and promotional activity. The campaign is both national and regional with a programme of events taking place in Chinatowns across the UK.

In partnership with Dazed and Confused magazine, we’ve created a Tiger Beer guide to Chinese New Year showcasing the best of the UK’s Chinatowns. The guide will be published as a supplement in the magazine (out 21st Janurary) and hosted in an extended format online, with the campaign microsite – www.tigerbeer.co.uk/yearofthetiger which launched on Friday. There’s also an iPhone app available for download from the App Store that features a game based on Chinese New Year and a bar locator which uses augmented reality to guide consumers to the nearest and best Tiger Beer outlets.
Jason Wills, senior brand manager, Tiger Beer, says: “Exposure has created a campaign that embraces the Chinese Year of the Tiger and provides a platform to talk to consumers about Tiger’s heritage and authenticity. It’s a great way of getting them involved in the burgeoning contemporary Chinese cultural scene in the UK.”

Check out the new campaign and all the events on offer during the Chinese New Year period at www.tigerbeer.co.uk/yearofthetiger