News & Views

Samsonite / My Other Suitcase is a Samsonite

by Contagious I/O

This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world

A luggage brand solves a problem for non-customers on the condition they become walking billboards

Samsonite wanted to communicate that its luggage was tougher than competitors’ without resorting to clichéd torture tests.

The answer, provided by Publicis Conseil, Paris, was to offer free luggage wrapping to anyone with an inferior suitcase.

Samsonite opened its Samsowrap stall in Palma airport for one day in April. People could get their luggage wrapped in protective plastic free of charge, provided they agreed to display a large sign on their suitcase that read ‘I wish I had a Samsonite’.

According to reports, Samsowrap wrapped 1,200 suitcases, spreading its message to more than 120 destinations across the world.

 

Contagious Insight / 

Robust strategy / Usually when brands want to show how tough their products are they will drop a piano on it, or perform some other dramatic test of hardiness. By flipping the problem and demonstrating how people must compensate for owning a less sturdy product, Samsonite’s stunt instantly stands out.

An airport is a natural location to advertise a luggage brand because it is one of the few places where people are thinking about their suitcases.

Case closed / Though the campaign does not close the sales loop or have any urgency, it is well structured to create what Byron Sharp (in his book, How Brands Grow) refers to as mental availability within consumers. By mental availability, Sharp means how likely it is that someone will think of Samsonite when they are considering a new suitcase.

This effect is no doubt strongest in the people who received a free luggage wrap worth around $13 (£10) but Samsonite spreads the message by turning those people into brand ambassadors. The ‘I wish I had a Samsonite’ sign is likely to attract at least some attention from onlookers because it is cheeky and unexpected, and it communicates the brand’s message of durability and value by calling to mind how much it costs to make a regular suitcase as sturdy as Samsonite’s.

 

 

 

This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world. I/O helps anyone in the world of marketing understand why brands are innovating, how they're doing it and with what success.

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