Tumi Golden Ticket

Tumi the manufacturer of high-end luggage was founded in 1975, set the scene as the first luxury-inspired travel collection, and has continued in raising the bar in design, innovation, exclusivity, and technological excellence within the sector. This project was one of the first-ever social media competitions

The Brief

The UK press office won the project from all the global teams to come up with a strategy for the opening of the new London Store. The proposition from Profile London was to create an online competition styled around the Charlie & the Chocolate Factory Golden Ticket. >cent creative created the proposition and on winning the project,  created films in stop-frame animation as clues for people to find the ‘hidden golden suitcases’ around locations in London.

Cent created the entire concept & content for the films, brought the team in for model making, assigned a film-maker and  creative team, and  directed them alongside producing the films, building the pop-up website, and creating the social media plan -  all to back up the PR team’s plan to push the campaign out into the audience

The Result

The result was a two-week online campaign that drove footfall into the stores, fired up online engagement, and heightened brand awareness, as well as gained extensive coverage over multiple media platforms for its originality, interactiveness, and stand-out visuals.

The Client Response

An unqualified success 2 000 people London. first, big social media campaign drove traffic to stores.