Samsonite wanted to communicate that its luggage was tougher than competitors’ without resorting to clichéd torture tests.
The answer, provided by Publicis Conseil, Paris, was to offer free luggage wrapping to anyone with an inferior suitcase.
Samsonite opened its Samsowrap stall in Palma airport for one day in April. People could get their luggage wrapped in protective plastic free of charge, provided they agreed to display a large sign on their suitcase that read ‘I wish I had a Samsonite’.
According to reports, Samsowrap wrapped 1,200 suitcases, spreading its message to more than 120 destinations across the world.
Samsonite / My Other Suitcase is a Samsonite [Contagious]