| Title | SAMSOWRAP |
| Brand | SAMSONITE |
| Product/Service | ACCESSORIES |
| Category |
B05. Use of Ambient Media: Small Scale |
|
Entrant
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PUBLICIS CONSEIL Paris, FRANCE
|
|
Idea Creation
|
PUBLICIS CONSEIL Paris, FRANCE
|
Credits
| Marcelo Vergara |
Publicis Conseil |
Executive Creative Director |
| Steve O’Leary |
Publicis Conseil |
International Creative Director |
| Antoine Querolle |
Publicis Conseil |
Copywriter |
| Bastien Bourdier |
Publicis Conseil |
Art Director |
| Matthias Geoffroy |
Publicis Conseil |
AD Assistant |
| Cécile Lejeune / Charlotte Garel / Clémentine Finkel / Libby Little |
Publicis Conseil |
Account Managers |
| Pierre Marcus |
Prodigious |
TV Production |
| Florian Duboé |
/ |
Director |
| Prodigious |
Prodigious |
Company Production |
| Mathieu Chartier / Samia Charlesia |
/ |
Producers |
| Régis Oyer |
Prodigious |
Post-production |
| Hervé Plumet |
Hervé Plumet |
Photographer |
| Edouard Wattel / Jessy Browaeys |
Samsonite |
Advertiser’s Supervisors |
The Campaign
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 re-designed 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.
Creative 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.
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 destination. The operation will continue in Rome, Valencia, Marseille and many more exotic places.
People who are worried about the safety of their luggage use wrapping protection before the check-in. So we offered to every traveller a free wrapping protection with a special message on it and turning our competitors suitcases into a new media promoting Samsonite security.
Insights, Strategy and the Idea
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 spread the message that if you have a Samsonite you would feel more confident about the safety of your belongings.