“Dump your old brands”, and REFRESH yourself with LEVI’S – absolutely FREE!!!; marked the start of the mega pre-launch hype campaign for the coming of the second Levi’s outlet in Islamabad. The city was branded with Levi’s streamers and the FM waves were used to disseminate coupons for FREE Levi’s across the city. The result – more than 500 Levi’s fans flocked outside as the new store opened it’s doors for a couple of hours at the F-6 Super market, and the consequent foot-fall at the store in the following days roared of a phenomenal launch success.
The store launch was then celebrated with an exclusive gathering of the city’s socialites over a night of underground rock, live DJ, dance and lights at a private farm house in the capital.
