Categories Name : Web

Sub-Category : Best Campaign- Online Advertising and Digital Direct Response

Entry Name (Campaign) : American Tourister Curio become a ‘status symbol’ that’s Hard To Let Go

Brand Name : American Tourister

Metal : Gold

Covering Note / Overall Experience

American Tourister, the internationally popular brand was all set to reveal a new range of luggage bags, the Curio for the young, urban audience of today (18 to 35). Competition had already cemented their positioning in the audiences’ minds w.r.t style, durability and ample space. The task was to generate buzz and amp up the otherwise low social conversations with the perfect use of digital platforms along with offline mediums.
Our unique truth was the importance of luggage bags as ‘more than a functional accessory’. This, combined with our audiences’ love to get a sneak peek into the celeb life, gave us a new direction. We found a way to create content that truly felt personal to their varied tastes and made the Curio more than just a bag – A status symbol.

Concept

For the first time ever, two legends, Virat Kohli & Cristiano Ronaldo starred in the Curio TV commercial. What did that mean for our audience set? We wanted to use celebrity messaging and help our audience make informed choices.
Demand in the luggage category varies according to the needs and purpose of the traveller. The bags and luggage are not only their necessity now but also served as a status symbol. We combined this truth with another aspect that worked as their lifestyle index. We realised that a majority audience was turning to niche social influencers to find out if a product would fit in to their image and add value in this reputation economy.

Innovation

Social media consumption analysis confirmed their interests to be more than just sports. They regularly engage with lifestyle content like food, fashion, health and fitness, action, reality shows and Bollywood.
Basis this, we created a multi stage campaign that roped in social influencers from all these high affinity genres, thus maximising our effective reach. As the TV commercial garnered mass reach, we sub divided the digital audiences and created content tailored to their interests, while showcasing the Curio as one #HardToLetGo accessory..

Execution

Social contests and quizzes on Instagram, Twitter and Facebook began to create excitement around the TV commercial, announcing that the style icons Cristiano Ronaldo and Virat Kohli are refusing to let go of their Curios.
We followed it up with unique content from the worlds of reality shows, fashion, fitness, food and action presenting the Curio through the eyes of niche influencers who had found a brand new partner in crime. Interactive, vertical-format mobile videos were also rolled out showing the cool side of the Curio and establishing the USPs. Incidentally, mobile trends showed a spike in conversations around IPL and the Spanish La Liga. So we trend-jacked with a prediction contest online and reactive content which was meant to engage the fandoms of VK and CR7.
The third and final phase of the campaign brought together two of Bollywood’s hottest stars, Ayushmann Khurrana and Arjun Kapoor. While they were getting a chance to travel to Madrid to meet CR7, the task for the fans was to co-create their journey, virutally. Instagram Stories got buzzing from day zero with unique content from Ayushmann and Arjun. Be it their airport OOTD or the highlight moment – meeting CR7 along with the Curio.

Results

The campaign gained traction across the country making people want to become a part of it.
On Instagram, we reached more than 28 million users with our Stories viewed over 47,000 times along with a whopping 42% organic growth in follower base.
On Twitter, we reached more than 44 mill users with over 256 mill impressions along with a 22% organic growth in follower base.
All of this in less than 2 months goes to prove our success in making the American Tourister Curio truly #HardToLetGo.