Levi's adds color to branded virtual community site in Hong Kong

Other news in Greater China

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HONG KONG--Levi Strauss & Co. has launched its Colour Patches product line created in Japan with a digital campaign connected to its virtual world in Hong Kong and China. Colour Patches jeans, aimed at 15-to-24-year-olds, have colored labels and stitching in four colors--orange, silver, red and white.

The campaign, developed by TBWA Worldwide's marketing services arm, Tequila, in Hong Kong, invites the audience to express themselves and their personality through colors. Red is energetic, orange is for creativity, silver for futuristic cool and white for confidence. The strategy builds on Chinese consumers’ desire to be individuals and establish their own identities, but within the safety of a peer group.

The ads will run in print, outdoor and online media as well as on Levi’s World, www.levisworld.com.hk, the first social networking and public chat branded virtual world in  China. Launched in November 2007, separate sites  for Hong Kong and China were designed to let local consumers interact online and influence each other, and ultimately drive the online audiences to Levi's stores in the real world.

Members can create avatars and customize their personal look, including gender, body shape, head, hair color, skin tone and Levi's wardrobe and accessories. They can play games, chat with each other, invite their buddies, try and buy the latest Levi's collections, and participate in daily online events like DJ music nights and celebrity chats.

On Levi’s World, which has over 25,000 members, consumers can try on and buy the Colour Patches collections from the virtual Levi’s store. They can also customize their own room to reflect their color personality and invite friends and neighbors to a house-warming party. The most four most popular parties, one for each color, and the best-decorated room will win prizes from Levi’s.

Members can customize their rooms with furniture, upload photos, and create art with a freehand paint function. There are over 40 color-themed furniture items, wallpapers, floorings and ceilings to choose from.

Consumers earn points for visiting friends or being visited, and can send a room screenshot to friends who are not members and invite them to Levi’s World, and leave messages in the room and on the notice board.

Adidas promotes premium apparel with academy classes
SHANGHAI--Adidas is promoting its premium women’s apparel product lines such as Women's SS08 across Asia with a events featuring well-known fitness professionals, such as dance, gym, body combat and yoga practioners.

The series began in late March with three days of classes led by celebrity yoga instructor Rainbeau Mars at the Adidas Fitness Academy in Shanghai. The classes were attended by over 40 trainers from South Korea, India, Taiwan, Malaysia, China, Singapore and Indonesia.

The events are designed to appeal to well-heeled Asian consumers, especially women, who are determined to purchase the most contemporary design and the most advanced materials in sports shoes and apparel.

“The number of women in gyms and fitness clubs in China, for example, has surged. This is closely tied to a staggering increase in the number of dance classes and workouts in dance studios,” said Sandra Leung, the women’s category manager for Asia/Pacific at Adidas in Hong Kong. “Fitness is no longer associated only with traditional gym workouts.”

2008 Olympics will help global ad spend grow 6%, says Carat
HONG KONG--The 2008 Olympic Games will help boost global ad spending by 6% in 2008, according to Aegis Group's Carat. The media group's forecast predicts that growth will slow to 4.9% in 2009. The fastest-growing regions are set to be Asia/Pacific and Latin America, with strong increases predicted for India, Indonesia and Argentina, at 21.2%, 22.3% and 15% respectively.

“Thanks to one-off events like the Beijing Olympics and the U.S. presidential elections, we are predicting strong global growth in ad spend for this year, up to 6% from 4.6% in 2007,” said Patrick Stahle, Aegis Media’s CEO, Asia/Pacific in Singapore. The average growth rate in Asia/Pacific region is forecast at 8.8% in 2008, with China (19.7%) and India (20.6%) leading the way.

Across media segments, the strongest growth remains in digital, at 23.3% for 2008, although Carat forecasts a slowdown to 18% growth in 2009. Cinema and out-of-home media are also growing, closely followed by TV. Only newspapers are declining overall.

“Digital’s success story continues. We predict it will approach a 10% share of all global ad spend in 2009. Outdoor and TV are also set to enjoy strong growth in 2008,” said Mr. Stahle. “Overall, our forecasts for 2009 are more conservative than those for 2008, but we do not foresee a severe slowdown in global spend as a result of the last six months’ financial uncertainty.”

LoLo awards branding for new aloe vera drink to Euro RSCG
SHANGHAI--The China LoLo Group has appointed Euro RSCG to handle creative and brand management for a new aloe vera drink. Mei Yan Fang will be positioned as a premium beauty drink aimed at female, white-collar consumers. Ads break in early May.

Mei Yan Fang is endorsed by Xu Xi Yuan, also known as Da S, a Taiwanese celebrity who is regarded as a major beauty icon in Greater China. A famous singer and actress, she is also a published author on the relationship between health and beauty and is considered an authority on the subject.

Based in Chengde, the capital of Hebei Province, LoLo is a Chinese beverage giant fruit juice and food producer best known for its almond juice. To win the account, the Havas-owned agency competed against Ogilvy & Mather, which handles creative for LoLo’s almond drink, and Japan’s Dentsu.

Zhejiang Mobile appoints Leo Burnett for Olympic campaign
HANGZHOU--Zhejiang Mobile, one of the provincial subsidiaries of China Mobile covering the Zhejiang region, has appointed Leo Burnett to create an Olympic-themed campaign for its GoTone brand that will run in TV, print and radio media.

The Publicis Groupe agency won the business following a four-way pitch against Saatchi & Saatchi, McCann Erickson and Lowe Worldwide. Leo Burnett worked with Zhejiang Mobile, which is based in Hangzhou, the capital of Zhejiang province, between 2002 and 2006, said Gordon Zhang, operation director, Leo Burnett, Shanghai.

China Mobile, the world’s largest mobile phone service provider, is actively investing in Zhejiang, an eastern coastal province bordering Jiangsu province and Shanghai. It is one of China’s most prosperous areas with a popuation of more than 47 million.
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