Brand: American Tourister
Lead Agency: Interactive Avenues - A Reprise Network Company
The Curio – an all new range of luggage bags from American Tourister was ready for its debut. Our task was to build awareness and gain maximum momentum for the product launch.
While the brand was all set for the reveal, the challenge was to be able to relate to today's young, urban, always mobile audience between the ages of 18 to 35 years.
The luggage category traditionally relied on push communication but knowing that our core audience prefers otherwise, we decided to zag. We took the 'personalised communication' route, creating messages that stayed with them, much after they've interacted with the brand.
'Style', 'Durability', 'Space'; the competitors had already cemented their positioning in our audience's minds. The task at hand was to set a differentiated positioning for the Curio and reach out to the audience where they're the most engaged. Having signed two sports legends – Virat Kohli and Cristiano Ronaldo for the TVC was big news for the brand and we also wanted to use their clout to stay relevant to our audience. While searching for a unique starting point we realised that demand in the luggage category varies according to the needs and purpose of the traveller. There was indeed something common for all of them - The bags and luggage are not only their necessity now but also served as a status symbol. We combined this with another aspect that worked as a lifestyle index - the influencers they followed on social. We realised that a majority audience on mobile were turning to niche social influencers to find out if a product would fit in to their image and add value in this reputation economy. Further, their interests were not just restricted to sports. They regularly engage with lifestyle content from other genres like food, fashion, health and fitness, action, reality shows and of course, Bollywood.