-
AWARDS :
FINALIST
-
SUB CATEGORY :
FIELD MARKETING
-
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
-
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