In 2008, a luggage called 'Cosmolite', which made of CURV material, was launched to public and the CURV line products continuously introduced until now. Although it has the highest quality out of all the existing luggages, it is not well recognized by the consumers, especially in Korea. In more detail, about 30% of European and nearly 3% Asian aware the CURV Thus the objective of this campaign was to 'increase the awareness of its exclusive material CURV'

A man is experimenting the CURV Luggage* with 3 different tools to test the lightness/scratch-resistant/strong-ness of its material CURV & luggage.

[Detailed Description_test 1 : Lightness]

First test indicates that the CURV Luggage is very light that it can be stuck to the wall with 'just' chewing gums.

[Detailed Description_test 2 : Scratch Resistant]

Second test indicates that CURV Luggage can be protective from anything even the jack drill.

[Detailed Description_test 3 : Strong-ness]

Third test indicates that the CURV Luggage is strong enough to restore the shape of luggage even the giant tractor go over the luggage.

* CURV Luggage : the luggage that made up of CURV material, which only Samsonite uses in Luggage industry.

[Implementation]

Since this campaign had not enough budgets, we used online & mobile as main media tool of our campaign and used TV commercial and Cinema as sub-media to reach our audience. At the beginning of its campaign, full version of our campaign was firstly introduced on online and mobile in last 12th April, and each separated test was released through cinema and TV commercial in order to draw audience’s attention on CURV

[Media Channels]

Online/Mobile - Youtube and Naver (Korean portal site)

TVC – CATV only Cinema – CGV(no.1 Cinema in Korea)

[Timeline] 2016/04/12 ~ : online

2016/04/12 ~ 2016/05/30 : Cinema

2016/6/10 ~ 6/23 : CATV

[Scale] Total $300,000 (online/mobile : $100,000 & TV/Cinema : $200,000)