We observed that people who lack confidence in their luggage and who don’t have a Samsonite often use a wrapping protection service before they check-in. At an International Airport we decided to offer this service to travellers who had our competitor’s suitcases entirely for free…but on one condition. We re-designed the protective wrapping with a special message.

“I wish I had a Samsonite”

It was a win, win situation.

The travellers were happy and our message was everywhere; we transformed our competitor’s suitcases into a surprisingly new media that travelled all over the world.

We chose to reach out to our consumers at the place that they were the most likely to be: the Airport.

For two days, we offered free wrapping protection to travellers with the following message ‘I wish I had a Samsonite’. The travellers were happy and our message was everywhere as it accompanied them around the world.

With over 1200 Wrapped Suitcases, our message travelled to more than 120 destinations around the world creating a global campaign with less than 1000€ media investment. All the belongings arrived safe and sound at their destination. The operation will continue in Rome, Valencia, Marseille and many more exotic places.