In a quirky and eye-catching campaign, Samsonite has taken a creative leap to showcase its new Aero-Trac Whirl suspension wheel system. The luggage brand has teamed up with independent agency Blak Labs to create a memorable video that features a pet fish hitching a ride on a Samsonite suitcase. This inventive marketing stunt not only highlights the suitcase’s advanced features but does so in a delightful and unforgettable way.
Campaign Highlights: Fishy Business Meets Innovative Design
The Concept:
- Goldfish on the Move: The campaign video features a goldfish calmly gliding atop a Samsonite suitcase as it navigates over various terrains.
- Journey Details: The suitcase encounters bumpy roads and even disrupts a cyclist’s groceries, yet the fish remains undisturbed thanks to the suitcase’s smooth rolling wheels.
- Final Scene: The suitcase arrives at a larger tank, where a second goldfish joins the first, reinforcing the product’s stability and comfort.
Key Features of Aero-Trac Whirl Suspension Wheels:
- Reduced Rolling Vibration: Designed to minimise the impact of uneven surfaces.
- Noise Reduction: Ensures a quieter travel experience.
- Enhanced Maneuverability: Facilitates easy handling and smoother movement.
Brand Statements: Why This Campaign Works
Innovative Approach:
- Hazlina Dayangku, Assistant Director of Marketing and Brand Strategy (SEA) at Samsonite Singapore, explains: “Our advanced wheel technology significantly boosts maneuverability, shock absorption, and noise reduction. Collaborating with Blak Labs, we’ve created a narrative that not only celebrates these features but also adds a touch of cleverness, showcasing our dedication to innovation and customer satisfaction.”
Creative Insight:
- Douglas Goh, Head of Creative Asia (Digital) at Samsonite Asia, commented: “Using a fish bowl is a brilliant way to highlight the smooth and stable nature of our wheels. Our goldfish arrived safely, and other fish joined the ride, symbolising the product’s reliability.”
Engaging and Memorable:
- Koh Hwee Peng, Creative Partner at Blak Labs, adds: “People’s attention spans are short, like a goldfish. Our campaign delivers the message in an engaging and charming way, ensuring it sticks with viewers.”
The Role of Animals in Advertising
Animal Appeal:
- Creativity with Animals: Incorporating animals into campaigns often makes them more memorable. This strategy is evident in other recent campaigns, such as Income Insurance’s flexibility-themed ad featuring a cat. This approach not only catches attention but also connects emotionally with the audience.
Metaphorical Campaigns:
- Income Insurance Campaign: Produced by BBH Singapore, the campaign used a cat’s agility to symbolise the flexibility of their investment-linked products. The feline’s confident navigation through pipes mirrored the adaptability offered by the financial products, demonstrating how metaphorical imagery can enhance brand messaging.
Why This Campaign Stands Out
Effective Branding:
- Samsonite’s Strategy: By combining innovative product features with a whimsical narrative, Samsonite effectively captures attention and communicates its message. The use of a goldfish not only highlights the suitcase’s benefits but also creates a memorable visual experience.
Consumer Engagement:
- Memorable Advertising: The campaign’s playful approach engages viewers and encourages them to remember the brand. It showcases how creative advertising can effectively highlight product features while also entertaining and engaging the audience.
Market Differentiation:
- Unique Selling Proposition: This campaign sets Samsonite apart from competitors by demonstrating product benefits in a unique and engaging manner. It highlights the brand’s commitment to innovation and customer satisfaction, reinforcing its market position.
Conclusion
Samsonite’s new campaign is a standout example of how to creatively showcase product features. By integrating a pet fish into the narrative, the brand not only highlights its Aero-Trac Whirl suspension wheels but also captures the audience’s imagination. The result is a campaign that is both informative and highly engaging, setting a new standard for how products can be marketed with a touch of humour and creativity.
For more information about Samsonite’s innovative luggage solutions and to watch the full campaign video, visit their official website.
Useful Links
- Samsonite: Samsonite Official Site
- Blak Labs: Blak Labs Agency
- Aero-Trac Whirl Suspension Wheels: Aero-Trac Whirl
- Income Insurance Cat Campaign: Income Insurance Campaign
- BBH Singapore: BBH Singapore
