Rimowa Print THE WRAPPED TOURIST by Leo Burnett Tailor Made Sao Paulo

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THE WRAPPED TOURIST

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Industry Apparel, Clothing & Footwear
Media Print, Magazine & Newspaper
Market Brazil
Agency Leo Burnett Tailor Made Sao Paulo
Creative Director Guilherme Jahara
Art Director Alexandre Rato Pagano
Copywriter Joao Caetano
Released April 2012

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: RIMOWA
Product/Service: LUGGAGE
Agency: LEO BURNETT TAILOR MADE
Creative Vice President: Ruy Lindenberg (Leo Burnett Tailor Made)
Art Director: Alexandre Pagano (Leo Burnett Tailor Made)
Accounting Director: Geraldo Mosse (Leo Burnett Tailor Made)
Graphic Producer: Zezinho Lima (Leo Burnett Tailor Made)
Art Buyer: Stella Crippa (Leo Burnett Tailor Made)
Media: Luiza Camara (Leo Burnett Tailor Made)
Media: Erick Kaizawa (Leo Burnett Tailor Made)
Marketing Director: Sérgio Barreto (Rimowa)
Copywriter: João Caetano Brasil (Leo Burnett Tailor Made)
Creative Director: Guilherme Jahara (Leo Burnett Tailor Made)
Media placement: Guerrilla And Stunts Advertising - Main Airports In Brazil, On The Easter Holiday Eve - April 6th 2012

Describe the objective of the promotion.
Promoting the sturdiness of Rimowa suitcases.

Describe how the promotion developed from concept to implementation.
It is increasingly common to have problems with your luggage when you travel. Bags are damaged, stolen or end up in wrong destinations. Worldwide, many people resort to services that wrap a film around your luggage to protect them. We developed an action that took place in the main airports in the country on the eve of the Easter holiday. A man completely wrapped in that film typically used to protect bags, shuffled around pulling his unwrapped Rimowa suitcase.

Explain why the method of promotion was most relevant to the product or service.
Consumers had contact with the action at the moment when they are more concerned about the safety of their luggage: the airport before travelling. The action’s joke got everyone to see in a light hearted way how Rimowa suitcases are resistant.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The action drew the attention of thousands of passengers in airports and ended up on social networks. Rimowa got perceived as an extremely resistant brand.