Hot off the appointment of JWT Hong Kong as creative agency for
Samsonite’s new regional ‘Step Out’ campaign in February this year, the
brand has launched their first regional brand campaign ever for the
‘Step Out’ aims to give clarity and consistency to the Samsonite brand
by uniting different product offerings in one story. To elevate
Samsonite from a durable luggage brand to a brand that is an essential
part of our daily lives, the campaign taps into an emotional state that
exists inside everyone – building relevance and emotional appeal among
the wide range of Samsonite consumers across Asia.
Talking on the campaign, Charles Wong, Deputy Executive Creative
Director, JWT Hong Kong states, “We want to inspire individuals to step
out of their comfort zones, to live their goals. Our campaign depicts
how Samsonite fulfils its brand promise to look after our lives in
motion. It marks a bold departure from the usual luggage category.”
The ‘Step Out’ campaign runs across TV, OOH, Print and In-Store,
launching this year in the following markets: China, Hong Kong, India.
Hong Kong was the first market to launch the campaign last month.
Wang Lei, Director of Planning, JWT Hong Kong said, “Samsonite is on
the verge of becoming a true brand in the full sense of the word. It
started as the name of a single product. Now, it is a sign of know-how
in a category. It stands for ‘durable luggage.’ In the future it should
be the genetic code of a wide variety of products across categories.”