2011 Winners & Shortlists

Results and Effectiveness

In only 4 weeks, the campaign achieved 6000+ entries for the competition on MBC.net from across the region! Turned a seemingly low-involvement category into an incredibly engaging one! Post campaign awareness shot up to over 90% amongst the target audience, while sales for increased by 15% vs. previous year

Creative Execution

Objective: Create impact on TV through creative ways of integrating the brand within programs plus usual sponsorship. Identified three key platforms on TV against the Target Audience, explored it to best use & fit: Fashion,Travel & Movies. MBC1: Within Joelle program (lifestyle /fashion) the host mentioned the new Cosmolite bags & gave viewers a chance to win by logging onto MBC.net & answering questions on the bag’s features highlighted in the TVC. Dubai TV: Positioned Cosmolite as a style accessory through product placement within Anti-Ajmal program (lifestyle /fashion). Also incorporating a store shoot into one episode showcasing the entire product range. NatGeo AD viewership particularly high – so it highlighted ‘Strongest’ & ‘Lightest’ features within promo of “Don’t tell my mother” plus regular sponsorship of two big travel shows: Don’t tell my Mother & Stories from Asia. Fox Movies: Comedy night movies Sponsorship & Brand Integration though creative pop-ups.

Insights, Strategy and the Idea

Challenge was to launch & create awareness for the unique proposition of ‘Cosmolite’ – Samsonite’s new range of strongest and lightest travel bags. Samsonite is well-known as a luxury brand in the luggage category, hence targeted at the upper-end, niche audience. Travel bags have been traditionally known for their practical usage, a necessity, however, with the Cosmolite range, we saw an opportunity to position it as a style accessory-and reinforce its ‘strongest’ and ‘lightest’ advantages. This was relevant as our insight showed that travel bags are an essential accessory for our core audience - along with mobile phones, sunglasses and watches.