This film is thought like a short film more than a typical ad. Its prime goal was to entertain, give a feeling, a vision. And most of all, it was meant to break away from the very functional, concrete and down to earth (not to say boring) ads in the luggage industry
Delsey is a French brand who struggles to keep up with the American giant Samsonite who owns lots of brands.
Delsey always had that French je-ne-sais-quoi that kept it apart from competitors but some of Samsonite-owned brands are clearly copying their visual identity and ads.
The brief was to break away from competition and underline our differences through something unseen.
The objective was to gain awareness with something that clearly set Delsey apart.
Describe the creative idea
The creative idea was to create a short film. And an animated one, on top of that.
We wanted to put viewers through a journey, both physical and emotional. And we knew quite quickly that an animated film could create that, because it would give us endless possibilities and let us create magic from diverse situations. Animation has that connotation to dreams that was very appropriate to our story, and very appealing to us.
Describe the strategy
What Matters is Inside.
Through a double meaning, Delsey explains that a luggage is important because it protects what you care for, whatever it may be.
When competitors try to explain how tough and resistant their suitcases are, Delsey speaks directly of the benefit of this : your stuff being protected.
And at the same time, it explains that journeys can sure happen out there in the world, but they can also happen inside you, when you let your emotions flow.
Describe the execution
First of all, from April 20th, we decided to tease journalists with mysterious postcards from around the world and signed by Simon. Delsey was not mentioned and Simon spoke of a suitcase, a heritage, his father...
Then we released the film on April 30th, only the long version of the film, on Delsey's Social Media platforms and YouTube channel.
A few days later, we launched a digital campaign to push the film (only the long version) in France, Germany, the UK, Spain and Italy.
In each of these countries, we also connected with travel influencers who shared the film in their instagram stories.
Then, in July, the film was featured on Air France Channel in every flight of the company, giving us a very premium (and very French) environment.
Describe the outcome
The movie reached more than 12 million views in just 2 weeks.
The influencers allowed us to reach more than 6 million people and a lot of travel influencers we hadn't contacted shared the film on their own.
Delsey's Facebook page reached unprecedented engagement rates and a lot of very positive comments from people who were thankful of Delsey's approach to advertising.
Delsey's e-shop also reached unprecedented traffic and sales ware up by 31% during the month of May (year over year).