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.
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 this be owned to emotionally charge the campaign?
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', the idea was to 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!