THE KICK-BAG JOURNEY

Silver Spike

Case Film

Presentation Board

TitleTHE KICK-BAG JOURNEY
BrandAMERICAN TOURISTER
Product / ServiceVIVOLITE LUGGAGE
CategoryA04. Targeted Ambient Media: Large Scale
EntrantCJ WORX Bangkok, THAILAND
Entrant Company CJ WORX Bangkok, THAILAND
Advertising Agency CJ WORX Bangkok, THAILAND
Production Company KRATAI TUENTUA Bangkok, THAILAND

Credits

Name Company Position
Saharath Sawadatikom CJ WORX CO.,LTD. Art Director
Kavin Sitsayanaren CJ WORX CO.,LTD. Art Director
Phanus Sobsamai CJ WORX CO.,LTD. Art Director
Kavin Sitsayanaren CJ WORX CO.,LTD. Copywriter
Napat Pornratanaraksa CJ WORX CO.,LTD. Copywriter
Salas Supalakwatchana CJ WORX CO.,LTD. Copywriter
Kamonluck Mungwattana CJ WORX CO.,LTD. Project Manager
Visittasak Charoenpanon CJ WORX CO.,LTD. Graphic Designer

The Brief

Vivolite is a new product of American Tourister. This new luggage is produced with PressPro technology which makes it tougher and stronger that the previous product. We want to introduce this new Vivolite to national audience in Thailand so we launched a live demonstration campaign "The Kick-Bag Journey" by bringing the luggage to consumers for toughness experiment to make sure consumers get our message and acknowledge the existing of this new product.

Creative Execution

American Tourister wants to show the target audience how tough and strong the new product called Vivolite is. Instead of telling them, we decided to let them experience that by themselves. So, we let our 1 Vivolite luggage take a long journey around Thailand for all consumers to try and kick the luggage and see if they can break it. The event took place in 70 major cities in Thailand from 25th December 2014 until the end of February 2015. The campaign went perfectly according to the plan.

Describe the creative solution to the brief/objective.

The target audience for this campaign is Nationwide. The Kick-Bag Journey campaign was relevant to both the client and the target audience because it has shown the new product benefit to our targeted consumers in a fun way and we have gained the attention and awareness we wanted. Lastly, All target audience enjoyed experimenting the toughness of our new product.

Results

After the campaign was launched, the audience are excited to join the campaign so we received over 1,000 participants during the first week of the campaign. Then it went crazy, over 10,000 people made online registration for a chance to kick the bag in their hometown during its journey. At the end of the campaign, this 1 single Vivolite has been kicked for more than 437,000 times by the audience, an elephant and crashed into by a Tuk Tuk and no-one can break it down, showing everybody how strong the luggage was and creates over 100,000,000 impressions for the kick-bag journey in both online and traditional media such as news on TV and popular websites in Thailand. Best of all, the Vivolite were sold out within 1 month.