Lee Jeans are celebrating its 125th anniversary with an out-of-home and in-store campaign that invites fans to âlight up the candlesâ in more than 30 store locations across China.
Created by TBWA, the celebratory campaign invites fans to play an interactive mobile game to virtually âlight up the birthday candlesâ by scanning a WeChat QR code through an in-store TV screen or tent cards. Players are asked to light as many candles as possible within five seconds to redeem LEE prizes.
âWe wanted to share the 125-year legacy of Lee Jeans with our fans all across China and what better way than by inviting them to light the birthday candles for us,â said Vincy Ho, marketing director, Lee China.
âThe game has been integrated with the popular WeChat social platform so that fans can access the game and take part in the celebrations â a simple but highly effective engagement,â said Joanne Lao, Managing Director, TBWAHong Kong. âThe idea is highly adaptable and the game will be rolled out in different markets across APAC starting mid-Mayâ.
The âlighting of the candlesâ will be followed by a China roadshow where a version of the game with slightly different mechanics to âblow the candlesâ on a physical cake, will also be launched in 6 major cities around China.
Managing director: Joanne Lao
Creative team: Sami Thessman, Mike Choy, Jason Wong
Account team: Florence Kong, Pauline Wong, Ida Mak, Christina Suen, Kenard Chui, Charlie Cheng
Agency digital producer: Denny Wong, Rony Chan
Creative technologist: Herbert Ng
Copywriter: Ronald Cheng