Samsonite proves yet again why its Cosmolite is the “strongest and
lightest Samsonite ever” with its new integrated advertising campaign.
The six week campaign aired in Singapore from 1st March, aimed to
reiterate the superlative strength and lightness of Cosmolite.
Shot in Australia, the commercial is set in a crash-test lab, where a
car travelling at 40km/hr collides head-on with Cosmolite. Absorbing
the impact of the collision, the indestructible Cosmolite springs back
into its original shape, demonstrating the strength and exceptional
impact resistance of the revolutionary Curv® material that Cosmolite is
made of. Patented by Samsonite, the Curv® material is unparalleled
against external impact, preventing breakage and deformation, offering
the ultimate protection against the rigours of travel. The
scalloped-edge of its shell also effectively absorbs and distributes
any impact. Its 55cm cabin-sized luggage, at a mere 2.2 kg, makes the
Cosmolite the lightest hardcase luggage ever created.
The integrated campaign encompassed broadcast, online, print and
outdoor advertising. The TVC was aired on Channel 5, Channel 8, Channel
News Asia, Starhub TV (Nat Geo, Discovery, AXN, BBC) and Mio TV while
online advertisements ran on various websites including MSN, Yahoo!,
Straitstimes.com, BBC.com. The campaign also included an outdoor
advertising component with the TVC airing at business and commercial
buildings in prime districts Tanjong Pagar, Raffles Place, Shenton Way
and Orchard Road.
Watch the clip here