BACKGROUND
Samsonite make some of the strongest, lightest and most secure luggage in the world. But not everyone knows this. The objective was to inform consumers of this by creating an original communications operation without spending millions in media.
CREATIVE IDEA
We observed that people who lack confidence in their luggage and who don’t have a Samsonite often use a wrapping protection service before they check-in. At an International Airport we decided to offer this service to travellers who had our competitor’s suitcases entirely for free…but on one condition. We redesigned the protective wrapping with a special message:
“I wish I had a Samsonite”
It was a win, win situation.
The travellers were happy and our message was everywhere; we transformed our competitor’s suitcases into a surprisingly new media that travelled all over the world.
STRATEGY
After observing that people are often nervous when they leave their luggage to the check-in, we realized this was a great opportunity to tell them about Samsonite’s security. We offered a solution to every worried traveller by protecting their luggage and at the same time spreading the message that if you have a Samsonite you would feel more confident about the safety of your belongings.
EXECUTION
We chose to reach out to our consumers at the place that they were the most likely to be: the Airport.
For two days, we offered free wrapping protection to travellers with the following message: ‘I wish I had a Samsonite’. The travellers were happy and our message was everywhere as it accompanied them around the world.
RESULTS
With over 1200 Wrapped Suitcases, our message travelled to more than 120 destinations around the world, creating a global campaign with less than 1000€ media investment. All the belongings arrived safe and sound at their destinations. The operation will continue in Rome, Valencia, Marseille and many more exotic places.