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  • AWARDS :
    BRONZE
  • SUB CATEGORY :
    BEST USE OF SOCIAL MEDIA
  • COMPANY ENTERING :
    CJ WORX, BANGKOK
  • ENTRY TITLE :
    THE KICK-BAG JOURNEY
  • BRAND :
    AMERICAN TOURISTER
  • ADVERTISER :
    SAMSONITE (THAILAND) CO., LTD.
  • AGENCY :
    CJ WORX, BANGKOK
  • CHIEF CREATIVE OFFICER :
    SAHARATH SAWADATIKOM
  • EXECUTIVE CREATIVE DIRECTOR :
    SAHARATH SAWADATIKOM
  • CREATIVE DIRECTOR :
    KAVIN SITSAYANAREN
  • COPYWRITER :
    KAVIN SITSAYANAREN/NAPAT PORNRATANARAKSA/
    SALAS SUPALAKWATCHANA
  • ART DIRECTOR :
    SAHARATH SAWADATIKOM/KAVIN SITSAYANAREN/PHANUS SOBSAMAI
  • GRAPHIC DESIGNER :
    KAVIN SITSAYANAREN/VISITTASAK CHAROENPANON
  • AGENCY PRODUCER :
    KAMONLUCK MUNGWATTANA
  • FILM PRODUCTION COMPANY :
    KRATAI TUENTUA CO., LTD, BANGKOK
  • DIRECTOR :
    PHICHEITPONG THARATHEP
  • FILM PRODUCER :
    ATHIP VICHUCHAIANAN
  • EDITOR :
    WISARUT DEELORM
  • CG :
    PATCHARAPON PUNTIPTAWEE
  • URL :
    http://www.kvcasestudy.com/kickbag/
  • THE BRIEF :
    AMERICAN TOURISTER WISHES TO PROMOTE A NEW PRODUCT CALLED "VIVOLITE", A LUGGAGE WITH PRESSPRO(TM) TECHNOLOGY, MAKES IT THE FIRST KIND OF POLYPROLENE LUGGAGE WITH LIGHTER AND TOUGHER SHELL.
  • THE STRATEGY :
    THE STRATEGY WAS TO LET THE LUGGAGE TRAVELLING AROUND THE COUNTRY FOR THE AUDIENCE TO EXPERIENCE THE TOUGHNESS OF THE BAG BY THEMSELVES. IT WAS APPROPRIATE BECAUSE A LUGGAGE FOR RAVELLING MUST BE TOUGH ENOUGH AND ABLE TO TRAVEL, SO WE DEMONSTRATE THAT WITH LIVE EXPERIENCE.
  • THE EXECUTION :
    WE DEMONSTRATE HOW TOUGH THE LUGGAGE IS BY LETTING A SINGLE VIVOLITE LUGGAGE TAKES ITS JOURNEY AROUND THE COUNTRY TO BE KICKED BY REAL CONSUMERS.
  • THE RESULT :
    1,000 PARTICIPANTS IN THE FIRST WEEK / OVER 10,000 ONLINE REGISTRATION / THE LUGGAGE HAS BEEN KICKED FOR OVER 437,200 TIMES WITHOUT BREAKING / OVER 100,000,000 IMPRESSIONS / VIVOLITE LUGGAGE WERE SOLD OUT WITHIN A MONTH AFTER THE CAMPAIGN WAS LAUNCH