Samsonite DM TOUGHNESS APPROVED BY CHINA by J. Walter Thompson Shanghai

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TOUGHNESS APPROVED BY CHINA

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Industry Accessories, Bags, Leather, Watches & Eyewear
Media Direct marketing
Market China
Agency J. Walter Thompson Shanghai
Executive Creative Director Elvis Chau, Yang Yeo
Creative Director Masaya Ishizaka, Mankit Auyeung
Art Director Masaya Ishizaka, Mankit Auyeung, Penny Pan
Copywriter June Qian
Producer Takuya Sejima, Derek Bao
Released December 2012

Credits & Description

Advertiser: SAMSONITE
Agency: JWT SHANGHAI
Category: Other Consumer Products (including Durable Goods)
Advertising campaign: TOUGHNESS APPROVED BY CHINA
Executive Creative Director: Elvis Chau (JWT Shanghai)
Programmer: Eric Yu
Animator: Ikuo Kawai
Copywriter: June Qian (JWT Shanghai)
Client Service: Lily Zheng (JWT Shanghai)
Creative Director: Masaya Ishizaka (JWT Shanghai)
Programmer: Nana Nakamura
Programmer: Masato Imamura
Programmer: Masayuki Iizuka
Producer: Takuya Sejima
Producer: Derek Bao
Art Director: Mankit Auyeung (JWT Shanghai)
Art Director: Masaya Ishizaka (JWT Shanghai)
Client Service: Michelle Xiao (JWT Shanghai)
Art Director: Penny Pan (JWT Shanghai)
Music Production Company: (No.9)
Creative Director: Mankit Auyeung (JWT Shanghai)
Executive Creative Director: Yang Yeo (JWT Shanghai)

Client Brief Or Objective
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.

Outcome
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.

Execution
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.

Implementation
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.