Title | SUITCASE GUITAR |
Brand | SAMSONITE JAPAN |
Product / Service | AERIAL SUITCASE |
Category | A02. Premiums & Giveaways |
Entrant | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
Entrant Company: | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
DM/Advertising Agency: | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Jin Saito | Hakuhodo Inc. | Creative Director/Copy Writer |
Takuro Enomoto | Hakuhodo Inc. | Art Director |
Mitsuru Komiyama | Tfc Plus Corporation | Photographer |
Hiroyuki Inoue | Tohokushinsha Film Corporation | Producer |
Yohei Oguri | Tohokushinsha Film Corporation | Director |
Kazuho Sugita | Hakuhodo Inc. | Account Supervisor |
Tomohiko Yokoyama | Samsonite Japan Co./Ltd. | Advertiser's Supervisor |
Kouzo Ohta | Tohokushinsha Film Corporation | Production Manager |
Ryo Nagano | ||
Setsu Fukushima |
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.
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.
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.
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.