A pet fish goes on a journey with a Samsonite suitcase for a campaign

Samsonite, a renowned lifestyle bag and luggage brand, has launched a new campaign to showcase its innovative Aero-Trac Whirl suspension wheel system. This system is designed to minimize rolling vibration and noise effectively, providing a smoother and quieter journey for travelers. Available across a selection of its stylish suitcases, these quiet and maneuverable wheels ensure an unparalleled travel experience, as stated in a recent press release.

The campaign, created by independent agency Blak Labs, features a unique and engaging concept of a pet fish hitching a ride atop a Samsonite suitcase as it navigates across undulating terrain. In the video, the traveler takes his pet fish on a ride on his suitcase through bumpy roads, showcasing the stability and steadiness of the bag even in challenging conditions. The tank remains steady, even causing a cyclist to spill his groceries while the fishbowl remains unaffected.

The highlight of the campaign comes when the traveler swings the bag forward, and a second goldfish jumps into the fishbowl from a larger tank, emphasizing the smooth and stable nature of the suitcase. Hazlina Dayangku, assistant director of marketing and brand strategy (SEA) at Samsonite Singapore, expressed that the advanced technology of the Aero-Trac Whirl suspension wheel system significantly enhances maneuverability, shock absorption, and noise reduction, ensuring customer satisfaction and innovation.

Douglas Goh, head of creative Asia (Digital) at Samsonite Asia, mentioned that using a fishbowl was a clever way to demonstrate the smooth, stable, and silent nature of the suspension wheels. The campaign not only showcases the safe arrival of the goldfish at its destination but also highlights the appeal of the product as other fishes jump in for the ride. Koh Hwee Peng, creative partner of Blak Labs, added that the campaign delivers the message in a charming and captivating manner, capturing the attention of viewers effectively.

The use of animals in advertising campaigns has been a successful trend, as seen in a recent campaign by Income Insurance that utilized a cat to represent flexibility in its investment suite of products. The campaign drew parallels between the agility of cats and the flexibility of the investment-linked products, showcasing the brand’s unique proposition in a creative and engaging manner.

In conclusion, the Samsonite campaign featuring a pet fish riding on a suitcase is a creative and innovative way to promote the brand’s Aero-Trac Whirl suspension wheel system. By combining humor, wit, and intelligence, the campaign effectively communicates the product’s features while engaging the audience. With the use of animals in advertising becoming increasingly popular, brands like Samsonite are leveraging this trend to create memorable and impactful campaigns that resonate with consumers.