American Tourister Packs a Punch in One Shot With an Immersive One-click IPL Campaign
American Tourister Packs a Punch in One Shot With an Immersive One-click IPL Campaign
Asia
American Tourister Packs a Punch in One Shot With an Immersive One-click IPL Campaign
Solution
Identifying Target Audience, Engaging with Customers

About American Tourister

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. 

Highlights

2.72 Mn
Indians reached
1.34x
higher engagement rate achieved
41.25%
higher click-through rate observed
InMobi Case Study

"Team InMobi and Glance resonated with our fun outlook and thirst for innovation, which is what 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

The Brand Objective

The Indian Premier League, referred to as the IPL, is a special cricket tournament in India. It is a time when not only lovers of the sport but the entire country is hooked on watching matches and rooting for their favorite teams. Of course, brands go where the audience goes. They are quick to make their move during this season, and it is typical to see thousands of traditional and new-age brands vying for every Indian’s attention. American Tourister’s objective amid the IPL cricket craze was simple – maximizing brand awareness in a memorable way. The brand knew that hitting it out of the park required thinking out of the box.
The Brand Objective

The Solution

American Tourister played the field brilliantly with an interactive experience on the smart lock screen. The brand made this happen with BigTrunk Communications, Glance, and InMobi, delivering delight with live cricket updates and an engaging exploration without the need to unlock the phone. Let’s see what made this campaign a game-changer.
The Solution

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 

Creative Experience

 

The Results

American Tourister successfully managed to break the boundary with smart communication, immersive interaction, and an unmatched live score experience for cricket enthusiasts.

The Results

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