Competitions and Scratchcards
Levi Turn on the Night
- Product
- Levi's
- Promotion
- Turn on the Night
- Promoter
- Levi Strauss
- Promotion Period
- 13.03.2006 – 30.04.2006
With the objective of increasing footfall, Levi’s ran a national sales promotion where they invited prospective consumers to ‘Turn on the Night’. Outdoor promotional staff were positioned outside various Levi stores and concessions in main cities across England and Ireland. Their aim was to hand out the scratchcards to passers-by, encouraging people in to the stores. This was no ordinary scratchcard – designed to look like a film reel and using ultra cool imagery, the piece reflected the brand quality. Passers-by were required to scratch off a destination and flight number and take their card to a destination flight board inside the store to see if their code matched one of five featured to win a holiday to some of the world’s hottest night spots. Umbrella’s expertise was called upon to construct the prize structure and provide a coding system to work across all cards. We’d seen similar scratchcard campaigns redeem really well for other brands, so we were able to protect Levi’s budget by providing them with adequate insurance for the campaign.
The campaign was a massive success for Levi, scooping a Gold Retail Marketing award and achieving phenomenal uplift in footfall during the promotional period.
