Traveler’s lament: ‘I wish I had a Samsonite’
Luggage company sets up free wrapping booth at the airport
June 30, 2016
When traveling one of most tedious parts is paying for plastic luggage wrap that gives your bags extra protection on the flight.
Many people do this to ensure their less-than-secure bags won’t be stolen from or come apart mid-flight.
Bag manufacturer Samsonite recently decided to perform that service for free on other brands’ luggage, with a key catch.
Travelers also had to agree to have a sign displayed on their luggage that read “I Wish I Had a Samsonite.”
In a one-day event staged by the company’s agency, Publicis Conseil, Somsonite set up a free luggage-wrapping service at Palma Airport on the Spanish island of Mallorca, Spain’s third-largest airport.
The results included happy travelers, exposure in all the destinations those happy travelers were going to, and a viral video that has received thousands of impressions for the campaign.
What was promoted
Why this stunt
The team at Publicis Conseil knew Samsonite wanted to lay claim to making some of the safest luggage in the world. The easy answer would have been to inflict damage on the luggage and showcase how well Samsonite held up against the competition. But that’s not exactly original.
“Many brands already use torture tests to prove [durability], so we thought we needed to look at this differently if we wanted to differentiate,” Antoine Querolle, Publicis Conseil’s copywriter on the campaign, tells Media Life.
“We decided to think about it from the other side–what would we do if we had luggage which wasn’t as strong as a Samsonite? Then we thought it would be even better to get our competitors to say it for us.”
The one-day stunt took place in April, and a video was posted in early June.
How it worked
The event itself was fairly straightforward: A team of luggage wrappers set up a booth at the airport, with more team members on hand to film the action.
It wasn’t without its challenges, however. Querolle says one issue was all of the administrative hurdles needed to set up shop at a busy airport, including clearance for a filming crew.
The team wrapped about 1,200 pieces of luggage totaling 3,600 meters of plastic wrap.
Why it worked
The simple one-day campaign got maximum reach.
Selecting an island airport was a smart move, since travelers were bound for a wide range of destinations. The agency says it wrapped luggage for passengers traveling to 120 different destinations, meaning the “I Wish I Has a Samonite” signs were carried to each.
How it was received
The campaign was seen not only in Spain but across Europe and around the world in countries including France, Brazil, Italy and Japan.
The video has gathered more than 10,000 views on YouTube and has also been picked up by a number of other sites.
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