THE KICK-BAG JOURNEY

TitleTHE KICK-BAG JOURNEY
ClientAMERICAN TOURISTER
Product / ServiceVIVOLITE LUGGAGE
CategoryB02. Consumer Products (incl. durable goods)
EntrantCJ WORX Bangkok, THAILAND
Entrant Company CJ WORX Bangkok, THAILAND
Advertising Agency CJ WORX Bangkok, THAILAND
Production Company KRATAI TUENTUA Bangkok, THAILAND

The Campaign

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" to make sure consumers get our message and acknowledge the existing of this new product.

The Brief

The goal of the "Kick-Bag Journey" is to create awareness, demonstrate and inform the audience about the benefit of American Tourister Vivolite and to make sure the audience acknowledge the toughness and the existing of the new product.

Results

Output/Awareness Overall impressions of the campaign is over 100,000,000 impressions spreading throughout traditional and online media such as NEWS on TV channels, NEWS on popular NEWS sites and Online conversations in social media. The video views exceeded 400,000 views in just few days after the campaign was launch. Knowledge/Consideration Target audience now knows that American Tourister Vivolite = Strong Luggage according to our survey so the key message is perfectly penetrated. Action/Business Impact The new American Tourister Vivolite were SOLD OUT in 1 month after the launch of the Kick-Bag Journey campaign

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.

The Situation

American Tourister launced a new product called Vivolite. This new luggage comes with PressProTM Technology, makes it the first kind of polypropylene luggage with lighter and tougher shell. So, we have to make sure the consumers know the main benefit of this product, the toughness.

The Strategy

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.

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