Eastpack bags, luggage & apparel - lancio linea viaggio
Sfida
Lanciare la nuova linea viaggio di Eastpak attraverso operazioni sul territorio, in assenza di advertising dedicato e di altre iniziative di comunicazione.
Idea
Portare il prodotto direttamente in una “situazione di consumo”: negli aeroporti italiani. Ribaltare il rito della cellofanatura dei bagagli per proteggerli durante il volo, comunicando così la promessa-chiave del brand, “Built to Resist”.
La campagna ha ricevuto il bronzo nella categoria Ambient Marketing agli NC Awards 2007 e ha vinto il Nexxus Award 2006 come Best Creative B2C.
Caleidos per Eastpak: advertising – guerrilla marketing – stickering – viral marketing – ambient – outdoor
below the line influencer marketing – web – multimedia newsmaking – events – consumer generated content management
Eastpak bags, luggage & apparel - Product launch
Challenge
Launch the new travel luggage line of Eastpak through ambient marketing actions.
Idea
Bring the product straight to a “consumer experience”: inside Italian airports. Reverse the ritual of wrapping the luggage for protection during the flight and communicate the key-promise of the brand, i.e. 'Built to Resist'.
The campaign was awarded the bronze prize at the 2007 NC Awards for the Ambient Marketing category and won the 2006 Nexxus Award as the Best Creative B2C.
Caleidos for Eastpak: advertising – guerrilla marketing – stickering – viral marketing – ambient – outdoor
below the line – influencer marketing – web – multimedia newsmaking – events – consumer generated content management
