The lifestyle bag and luggage brand is putting a decorative fish on its suitcase in a new campaign. It is promoting its suspended Aero-Trac Whirl wheel system, which is designed to effectively minimize rolling vibrations and noise.
These quiet and maneuverable wheels are available on a selection of the stylish suitcases and ensure a more comfortable journey, according to a statement.
The spot, created by independent agency Blak Labs, shows an ornamental fish traveling through undulating terrain on a Samsonite suitcase.
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In the video, the traveler takes his ornamental fish along in his suitcase on a trip over bumpy roads where even a cyclist spills his purchases, while the aquarium remains stable thanks to the bag.
The traveler finally swings the bag forward and toward a larger pool, where a second goldfish jumps into the fishbowl.
“This advanced technology significantly improves maneuverability, shock absorption and noise reduction, creating an unparalleled travel experience for our customers,” said Hazlina Dayangku, Deputy Director of Marketing and Brand Strategy (SEA) at Samsonite Singapore. “In collaboration with Blak Labs, we have developed a story that highlights these remarkable features, but also adds a touch of wit and intelligence, underscoring our commitment to innovation and customer satisfaction.”
“A goldfish bowl is a clever way to demonstrate the smooth, stable and silent nature of our suspension wheels,” said Douglas Goh, Head of Creative Asia (Digital) at Samsonite Asia. “Not only did our goldfish arrive safely at its destination, other fish also got a ride along for the ride.”
“People’s attention span is as long as that of a goldfish. Our spot conveys the message in a charming and captivating way,” adds Koh Hwee Peng, creative partner at Blak Labs.
Animals are a great addition to campaigns. Recently, Income Insurance created a flexibility-themed proposition for its investment product range, brought to life through a unique metaphorical campaign based around the flexibility of a cat.
In contrast to product-focused spots, the campaign film drew parallels between the flexibility of Income Insurance’s investment products and the agility of cats.
Produced by BBH Singapore, the campaign follows a fluffy cat safely navigating the winding paths of interconnected pipes, just as Invest Flex and AstraLink enable consumers to flexibly maximize their investment potential.
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