Our target loves fun and entertaining activities so we challenge them to kick our luggage to win a prize in exchange for their data by letting them sign up for the live events that happened around Thailand by online registration.

For interest audience wanting to participate in our event, they first need to do an online registration to sign up for the events, then they get a chance to have fun kicking our luggage and could win a prize promotion. The more social data we gathered from online registration, the more participants turning up for the events, therefore more people talks bout our campaign both online and offline. All the data collected will be used for future promotion, events and DM.

The data we gathered enhanced the consumer experience, even though nobody won the prize because nobody could break our luggage, it drives our sales up and all the Vivolite luggage were sold out within a month after the campaign launched.

The campaign is relevant for Creative Data Lions because the campaign uses social data to target consumers who want to engage with the product and promotion.

We gathered social data from the audience who have interests in joining our Kick-Bag Journey campaign and have a chance to kick the Vivolite in order to win a prize if one can break the luggage, which gives us the interested consumers data for future DM or promotions.

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.