How Samsonite transformed travellers into a new original and targeted media.
People are constantly on the move and Samsonite wanted them to spread the message that they can now opt for the next generation of suitcases…
As one of the world's leading, iconic travel brands, Samsonite make some of the strongest, lightest and most secure luggage in order to accompany voyagers on their travels.
But instead of using traditional media channels, they found a more interesting way to inspire brand desire.
When people lack trust in their baggage they often use a plastic wrapping service before checking in their bags at the airport.
So, we created a free wrapping service offered to every traveller who didn’t own a Samsonite.
But, on one condition… we re-designed the wrapping with a clear message… ‘I wish I had a Samsonite’.
The travellers were happy to get a free wrapping and Samsonite was able to spread their product message everywhere.
With over 1200 suitcases wrapped, the Samsonite message travelled to over 120 destinations around the world, showing travellers everywhere that the time has come to upgrade their luggage to a brand new Samsonite
The event takes part as a tactical complement to the Hyper-mobility campaign deployed across Europe. To be continued in other airports around the world…