American Tourister Packs a Punch in One Shot With an Immersive One-click IPL Campaign
For over eight decades, American Tourister has been a trusted luggage brand. What has kept it going all these years is its ever-evolving approach, fun sensibility, and constant commitment to quality and innovative design.
““Our fun outlook and thirst for innovation resonated with team Glance. This made our entire campaign ideation and execution process a delight. Our goal of driving awareness around the IPL was clear, and the team made it happen seamlessly and creatively with a one-of-a-kind interactive live score experience. Thanks to them for their enthusiasm, and here’s to more wins together.”
Team American Tourister
Game-changer #1: The live score API
American Tourister got one thing right – it gave IPL fans what they wanted by being present where they were. And which IPL fan will say no to a live score – all the more when they can get it with one simple click after waking up the phone? The brand thus leveraged a live score API integration opportunity on Glance, ensuring that it appeared before the audience with live scores during key cricket moments and stayed on top of their minds.
Game-changer #2: The spin of interactivity
American Tourister elevated the experience with interactivity – as it showcased the live score, it let the viewer explore its latest collection of bags in all color variants. This made it engaging and playful, instilling interest in the viewer’s mind.
Game-changer #3: The unique delivery
The delivery was perfect. With smart communication and a striking visual of the brand’s ambassador, cricketer Virat Kohli, instantly and naturally driving a connection to the IPL. The intelligent messaging was delivered in two steps: First, a full-screen takeover on the smart lock screen with the line, “Live score: See who’s #Breaking Boundaries”. The “See Score” button led to an interactive experience showing both the live score and the bags that are made for those who are “Born to cross boundaries”, inviting the viewer to check out the colors and explore more. These clever lines that combined cricket and travel, followed by the “Go Explore” call to action leading to the brand’s website, completed the delightful journey.
Creative Experience
American Tourister successfully managed to break the boundary with smart communication, immersive interaction, and an unmatched live score experience for cricket enthusiasts.
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