Skybags

Innovative Digital Campaign for Skybags, featuring its airline-compliant range – targeting Gen-Z and Millennials.

Objective

Skybags, India’s trusted luggage brand, aimed to establish itself as the preferred travel gear brand for young Indians, specifically targeting Gen Z and Millennials (aged 18 to 35). The primary objectives were to increase brand affinity among this demographic, particularly those with a penchant for colourful and trendy luggage, recruit first-time buyers, and capture market share from competitors.

Target Audience

Gen Z, Millennials

Strategy

Understanding the Target Audience

The campaign began by conducting in-depth research on the preferences and needs of the Gen Z and millennial demographic. It was clear that this audience valued style, trendy products, and luggage that was not oversized.

Creative Concept

Experience Commerce and EC Studios devised a creative concept that would resonate with Gen Z. We decided to create a digital ad film accompanied by a catchy musical jingle. The protagonist in the ad represented a Gen-Z individual known for embracing oversized fashion but opting for Skybags’ airline-compliant luggage when it came to travel.

Execution

From an execution standpoint, the agencies meticulously crafted every aspect of the campaign, showcasing a keen attention to detail in the shooting and production of the digital ad film. The script not only highlighted the Gen-Z protagonist’s penchant for oversized fashion but also skillfully juxtaposed it with the practicality of Skybags’ airline-compliant luggage, portraying a compelling narrative. The inclusion of a catchy musical jingle further enhanced the overall appeal, providing an extra layer of engagement. This comprehensive approach, aligned with a deep understanding of the unique preferences and needs of Gen Z and millennials, solidified Skybags as the preeminent travel companion for this demographic.

The campaign’s resounding success, evident in its impressive Instagram viewership of over 1.1 million, positive audience feedback, heightened brand affinity, and market share growth, underscores the potency of a creative, data-driven strategy from both conceptualization to execution.