Samsonite:
The Wedding Journey
Wedding Season was in full-swing in India, and Samsonite's marketing way forward called for it to capitalize on a lot of culturally-relatable occasions.
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The brief was to own the Wedding Season in a way that was low on budget, high on sentiment and even higher on engagement.
Successes
Results
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5.4Mn video views on Facebook
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840k video views on YouTube
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100s of crowd-sourced Wedding Journey Stories
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Cascading effect of audience tagging friends & peers to share the film, stories and memories
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Increased brand affinity for Samsonite & brand-specific consumer stories
The Insight
1. The wedding season brings with it the time of reminisce and bonding, especially between Mothers & Daughters. It's a time when the beloved wedding trousseau is passed down from parent to child. Could be own to emotionally charge the campaign?
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2. Data showed us that most audiences in our buying segment were long-term Samsonite users or had someone in the family who's owned a Samsonite before. In order to position Samsonite luggage as ever-green and 'standing the test of time' could be showcase this transition of old to new, and how a Samsonite too, can be passed down?
The Solution
A campaign that showcased the special bond between mother and daughter during a Wedding through a heart-touching film that subtly touched upon the 'wedding culture' of new-age India - destination weddings, honeymoon excitement & bridesmaids!