Instead of telling the consumers how strong our Vivolite is, we wanted to let them experience that by themselves, so we let them kick the luggage and see how strong it is. The Kick-Bag Journey was established as a creative campaign to launch this new product as well as educating the benefits of Vivolite to the consumers. Live events of the Kick-Bag Journey took place in many cities across Thailand, 1 Vivolite luggage travels across the country to compete against over 100,000 consumer's feet. If the consumer could destroy our luggage, they will win one as a prize (which no one has won because no one destroy the luggage)

The execution was simple yet effective. As our target won't believe anything so easily unless they have try it themselves, that's exactly what we did. So the luggage that used for travelling made a journey and travels around Thailand to our target audience in the events. Here is where everybody get to experience the toughness of Vivolite and have a bit of fun kicking the luggage around. All the activities were recorded as a video and put in YouTube for more consumers to see incase they missed the events.

After the Kick-Bag Journey campaign was launched, the luggage has been kicked for over 430,000 times both by the registered consumers and the ones that are walking by and interested in joining, the luggage is still in one piece as of today. Over 10,000 online registers to join the events. 100,000,000 impression were gained. The media went crazy for the Kick-Bag Journey. But more importantly, the Vivolite luggage were sold out in all stores within 1 month.

The Kick-Bag Journey campaign is relevant for Promo & Activation Lions because we challenge the audience to experience our product by themselves and they could win a prize if they could break our luggage with their kicks. These live events that took place in 70 cities in Thailand and that helps activate the curiosity and encourage them to take part in our event.

Our target audience were people around 20-30 or young travellers. To approach this target group, we knew that it has to be fun, challenging and entertaining. So we challenge them to try and destroy the luggage by kicking it and win the prize in our live events. For the consumers to take part in this fun way of advertising, they have to register on our website by choosing the date from our event schedule where the luggage would travel to their cities.

American Tourister launced a new product called Vivolite, a luggage with PressPro technology that makes the luggage's shell lighter and stronger than ever. Our brief and objectives were to create awareness about the toughness of this new luggage in an interesting and entertaining way.