AWARDS :

SILVER

SUB CATEGORY :

EVENT & 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