| Title | TOUGHNESS APPROVED BY CHINA |
| Brand | SAMSONITE |
| Product / Service | SUITCASE |
| Category | A06. Best Use of Digital Media in a Promotional Campaign |
| Entrant | JWT SHANGHAI, CHINA |
| Entrant Company | JWT SHANGHAI, CHINA |
| Advertising Agency | JWT SHANGHAI, CHINA |
| Name | Company | Position |
|---|---|---|
| No.9 | Music Production Company | |
| Lily Zheng/Michelle Xiao | Jwt Shanghai | Client Service |
| Derek Bao/Takuya Sejima | Producer | |
| Ikuo Kawai | Animator | |
| Eric Yu/Masayuki Iizuka/Masato Imamura/Nana Nakamura | Programmer | |
| June Qian | Jwt Shanghai | Copywriter |
| Mankit Auyeung/Masaya Ishizaka/Penny Pan | Art Director | |
| Mankit Auyeung/Masaya Ishizaka | Creative Director | |
| Yang Yeo/Elvis Chau | Jwt Shanghai | Executive Creative Director |
Samsonite wanted to create a digital campaign to increase the brand’s awareness as well as the quality of its products in China. The main objective was to show the toughness of the product, and the secondary objective was to let potential consumers engage with the brand digitally.
Inspired by Samsonite’s first print ad, in which, we created a campaign site to invite consumers to test the product for themselves. Throughout the campaign period, suitcases were sent randomly to registered users across China as a rally, and users were asked to take a photo similar to the first print ad in order to demonstrate the toughness of the product. Focusing on a narrowed targeted audience, the campaign aimed to reach brand enthusiasts over the broader mass digital community, and leveraged their own personal experiences to demonstrate to and inspire other consumers. As a result, the product benefit message was successfully delivered to the Chinese target audience within two months.
The Samsonite suitcase has been tested by over 200 consumers and traveled 60,000 km across China within two months. The collection of consumer photos have been re-tweeted in Sina Weibo (China’ version of Twitter) thousands of times. A survey of the tweet comments revealed that potential consumers were convinced by the product toughness and will consider to purchase the product in the future.
The most effective way to convince a potential consumer is to let them experience the product benefit by themselves. Therefore we created a digital platform and invited consumers to experience the product, along with hundreds of other consumers, and share their experience by capturing an image of themselves standing on top of the suitcase. As a picture is a thousand words, this collection of images well proved the product’s toughness benefit to all Chinese audiences.