Samsonite Design & Branding, Case study Weight Tag [spanish] by AC Mexico

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Weight Tag [spanish]

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Industry Accessories, Bags, Leather, Watches & Eyewear
Media Design & Branding, Case study
Market Mexico
Agency AC Mexico
Chief Creative Officer Sebastian Arrechedera
Art Director Ismael Mora, Jesús Paredes
Released August 2016

Awards

FIAP 2017
Innovation / Innovación Promotions Innovation Bronze

Credits & Description

Agency: Ac Mcgarrybowen
Campaña/Title: Weight Tag
Anunciante/Brand: Samsonite
País/Country: México
Producto/Product: Samsonite

Title: Weight Tag
Agency: Ac Mcgarrybowen
Brand: Samsonite
Country: Mexico
Entrant Company: Ac Mcgarrybowen, Mexico City
Advertising Agency: Ac Mcgarrybowen, Mexico City
Production Company: Americhip, Los Angeles
Additional Company: Árbol Cine, Mexico City / Whiskey Films, Mexico City
Chief Creative Officer: Sebastián Arrechedera (Ac Mcgarrybowen)
General Creative Director: Orlando Montiel (Ac Mcgarrybowen)
General Creative Director: Manuel Massonneau (Ac Mcgarrybowen)
Art Director: Ismael Mora (Ac Mcgarrybowen)
Art Director: Jesús Paredes (Ac Mcgarrybowen)
Account Director: José Marco Kidwell (Ac Mcgarrybowen)
Agency Producer: Aida Garatea (Ac Mcgarrybowen)
Account Director: Brenda Weil (Ac Mcgarrybowen)
Agency Producer: Rodrigo Guerrero (Ac Mcgarrybowen)
Client Service - Chairman: Juan Claverol (Ac Mcgarrybowen)
Ceo: Miquel Daura (Ac Mcgarrybowen)
Chief Operating Officer: Marta Gilabert (Ac Mcgarrybowen)
Synopsis:
Every year, airlines earn billions of dollars from baggage overweight fees, and passengers waste countless hours of shame and suffering due to these fees.That is why Samsonite, the brand with the lightest traveling suitcases in the market, created a simple solution that is available for anyone.
Execution:
Starting from a classic baggage element, the identifying tags, we created a new kind of tag through a paper engineering process that allowed us to transform it into a scale.Due to the thickness and the dies placed in strategic points, the Weight Tag supports 23 kg. / 50 lb. without breaking, the weight allowance in most airlines.In addition, it’s so easy to handle that practically anyone capable of lifting a bag can use it.
Strategy:
Samsonite is the most innovative brand in the market, always aiming to improve the travel experience of its costumers and developing cutting edge technology. We decided to create a unique and simple solution that’s also easy to get: an identifying tag that also works as a scale for every plane passenger.
Relevancy:
Promotional actions are great for a direct contact with our customers. This work is relevant because in delivers a real time interaction when most needed by users, between our products, the brand, and our Weight Tag.
Campaign Description:
Introducing Weight Tag, the first identifying tag that also works as a scale.
Outcome:
On the first phase, we handed more than 10 thousand Weight Tags in different airports (Cancún, México, LAX), hotels, malls, magazines and Samsonite stores.That way, we managed to put the Samsonite name on every suitcase, regardless the brand.