A European launch toolkit built to balance lifestyle desire with product proof.
Client
Samsonite
The Challenge
Samsonite needed a campaign to support and boost Proxis, their most innovative luggage range. The work had to be premium and memorable, grounded in a clear reason-to-believe: innovation, technology and product/material superiority. The key challenge: finding the right balance between lifestyle and product evidence across the funnel.
The Idea
Travel keeps changing, so we launched Proxis as the luggage built for whatever’s next: the next generation of luggage.
The Solution
- We created “The Next Generation of Luggage: a premium campaign platform that elevates Proxis beyond a typical product launch.
- Built the toolkit around the consumer journey with 3 must-win battles: THE HEART (emotion + aspiration), THE MIND (proof + superiority) and LOYALTY.
- A full-funnel asset system: video variants in multiple lengths and formats, key visuals, social stories/carousels/posts, plus POS materials and digital placements including DOOH.
- Made it market-ready: clear usage/format guidance and adaptable elements so local teams and partners could roll out consistently.
