The Brief

The brand message of Samsonite, a suitcase brand, is 'Life's a Journey ~The highlight of the life is meeting new people through the journey~. In order to communicate the message and to deepen the bond with customers, they have launched present campaign regularly. However, the number of applicants wasn't that large. Therefore, our goal was to promote the bond with customers by giving attractive presents that many people want to apply for.

Creative Execution

The attachment was something that enables you to enhance the 'communication with others' through the product itself, which is the essence of journey. Therefore, customers who got the attachment could enjoy the highlight of the journey 'meeting and communication' more deeply than ever before. And this actually has to do with the product because all these communications were done through the symbol of journey, a suitcase. So the present is not just a present but it's 'an attachment that amplifies the brand message' that maximize the ability of suitcases.

Describe the creative solution to the brief/objective.

Our solution was to present a special attachment that transforms your suitcase into a guitar just by putting it to the suitcase. By using the attachment, people can play guitar anytime anywhere and it enables them to communicate various people in the world.

Results

The number of applicants for the present campaign increased 300% comparing to the previous ones. It was featured on hundreds of blogs and magazines and succeeded in the world-wide communication of the message 'Life's a Journey'. For many people who actually played the guitar and those who listened to the music, we could directly communicate the message.