| Title | SUITCASE GUITAR |
| Brand | SAMSONITE JAPAN |
| Product / Service | AERIAL SUITCASE |
| Category | A03. Best Product Launch/Re-launch/Shopper Marketing |
| Entrant | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
| Entrant Company: | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
| Sales Promotion/Advertising Agency: | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
| 2nd Sales Promotion/Advertising Agency: | HAKUHODO 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.
We thought we could engage the brand message to people in the world by presenting a kit that customers can experience the message“Life’s a Journey.”Therefore, we have invented a special tool that transforms your suitcase into a guitar. It was announced in stores and on the web and drew a great reaction. People who won the attachment enjoyed their journey, music and meeting new people all over the world.
The number of applicants for the present campaign increased 400% 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.
As the internet communication become widespread, people have less romanticism for journey comparing to the past. But there is a romanticism that you can only experience through journey. This is miraculous encounters. By inventing a tool to make this happen and present it to people, people can have the romanticism for journey again. This tool 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.