Samsonite DM SUITCASE GUITAR by Hakuhodo Tokyo

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Industry Apparel, Clothing & Footwear
Media Direct marketing
Market Japan
Agency Hakuhodo Tokyo
Director Yohei Oguri
Art Director Takuro Enomoto
Designer Kei Kawabe
Producer Hiroyuki Inoue
Photographer Mitsuru Komiyama
Account Supervisor Kazuho Sugita
Released November 2011

Credits & Description

Category: Retention
Product/Service: SUITCASE
Creative Director/Copywriter: Jin Saito (Hakuhodo)
Art Director: Takuro Enomoto (Hakuhodo)
Photographer: Mitsuru Komiyama (Tohoku Shinsha)
Producer: Hiroyuki Inoue (Tohoku Shinsha)
Director: Yohei Oguri (Tohoku Shinsha)
Account Supervisor: Kazuho Sugita (Hakuhodo)
Advertiser’s Supervisor: Tomohiko Yokoyama (Samsonite Japan Co.)
: Kouzo Ohta (Hakuhodo)
: Ryo Nagano (Freelance)
: Setsu Fukushima (MR. MUSIC)
Designer: Kei Kawabe (Hakuhodo)
Media placement: Email - -
Media placement: flyer distribution - shop - 10 November 2011-December 20
Media placement: sweepstakes campaign to win the kit - shop and web - 10 November 2011- December 20
Media placement: concept video - shop - 10 November 2011

Describe the brief/objective of the direct campaign.
The brand message of Samsonite, a suitcase brand, is ‘Life’s a Journey' -The highlight of life is meeting new people through the journey.
In order to communicate the message and to deepen the bond with customers, they have launched gifting campaigns regularly. However, the number of applicants wasn’t that large. Therefore, our goal was to promote the bond with customers by giving attractive gifts that many people want to apply for.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our solution was to present a special attachment that transforms your suitcase into a guitar just by putting it on the suitcase.
By using the attachment, people can play guitar anytime anywhere and it enables them to communicate with various people in the world. We distributed flyers to customers in the shop, put it on the web page and showed a campaign video in the shop.

Explain why the creative execution was relevant to the product or service.
The attachment was something that enables you to enhance ‘communication with others’ through the product itself, which is the essence of a journey.
Therefore, customers who got the attachment could enjoy the highlight of the journey -‘meeting and communication’- more profoundly than ever before. And this actually relates to the product because all these communications were done via the symbol of journey, a suitcase.
So the gift is not just a gift but it’s ‘an attachment that amplifies the brand message’, maximising the abilities of suitcases.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The number of applicants for the gift campaign increased 300% compared 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.