So if it’s not a pop-up shop, it’s a pop-up phone booth! In order to increase brand exposure, Levis set up red telephone booths in shopping centres in Hong Kong in a campaign called “Levis Summer Hotline”
Two well known radio personalities then connected with ‘phone booth visitors’ via video, and provided the visitors with challenges including questions and crazy antics. The crazier the challenge the bigger the prize!!! Prize receipts were printed at the phone booth and prizes could be redeemed at Levis stores.