Samsonite Brickwall - Ambient

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SAMSONITE BRICKWALL

Ambient Media / Cargo Bags / KL SENTRAL

THE BRIEF

Demonstrate the toughness and durability of Samsonite F'lite series cargo bags to as many people as possible; increase walk-in customers.

THE IDEA

Dress up the main Samsonite store located in bustling KL Sentral, the city's main public transportation hub.

HOW?

Output wallpaper printed with brick-red cargo bags (arrange like traditional red bricks) and cover the exterior of the Samsonite store with it.

THE RESULTS

Intrigued by the sudden appearance of traditional-looking red brick walls in the ultra modern building, most passers-by went for a closer look, and were pleasantly surprised to discover that the walls were actually wallpaper. 30% of these people went into the Samsonite store. All left with a lasting impression of Samsonite and it's promise of high quality.

AWARDS

ADFEST, ASIA PACIFIC ADVERTISING FESTIVAL

Outdoor / Finalist

New York Festivals
Bronze World Medal
Samsonite “Brick Wall” Personal/Leisure Products

Bronze World Medal
Samsonite “Brick Wall” Promotions Marketing: Display/Point of Purchase Support

ASIA TRAVEL AND TOURISM CREATIVE AWARDS
Bronze Medal - Print
http://kancilawards.com/2006/posters/bronze-brick-wall
http://kancilawards.com/2006/non-publicationprint/bronze-brick-wall
http://kancilawards.com/2006/innovativemedia/merit-brick-wall
http://kancilawards.com/2006/print/merit-brick-wall

ADFEST, ASIA PACIFIC ADVERTISING FESTIVAL

Outdoor / Merit

ASIA TRAVEL AND TOURISM CREATIVE AWARDS
Bronze Medal-Outdoor
http://www.kancilawards.com/2008/posters/30-posters-merit-tank-tbwaisc