Objectives

RIMOWA is a global leader in premium luggage. Founded in Cologne in 1898, RIMOWA creates products at the intersection of innovation, utility, and luxury for purposeful travelers. As the first to introduce the now iconic aluminum suitcase in 1937 and the polycarbonate suitcase in 2000, RIMOWA has always combined heritage and craftsmanship with the rigors of modern technology. In 2017, RIMOWA joined LVMH.

RIMOWA has been known for its iconic suitcases of German quality, superior manufacturing, and timeless design; but as a new generation of travelers actively seek brands that stand for something, and while copycats crowd the market, it is vital to communicate our brand's message. To mark our 120th anniversary, RIMOWA created a global campaign depicting its rich history of making suitcases for purposeful travelers. The message is simple but powerful: "No one builds a legacy by standing still."

Strategy and Execution

RIMOWA leveraged the brand's strongest equity–its community–selecting a group of cultural icons whose lifelong journeys are ones of ambition, determination, and resilience. Tennis legend Roger Federer, Louis Vuitton Men's artistic director/Off-White founder Virgil Abloh, model and activist Adwoa Aboah, global restaurateur Nobu Matsuhisa and Dior men's jewelry designer/AMBUSH creative director Yoon Ahn, are all long-time RIMOWA owners and share the same mindset despite diverse backgrounds. Shot on three continents by five different directors, each icon created an emotional and visually distinct expression of their unique journey in the form of five individual icon films and one overarching anthem film that weaves the stories together.

• Federer's film features a real-life childhood conversation with his father before young Roger's first trip to Zurich.

• Aboah's film is a powerful metaphor for how the model and activist overcame depression through travel.

• Abloh's film presents an artful visualization of a recorded phone conversation with his aphorisms on travel.

• Matsuhisa's film narrates a take features that mirrors Nobu's own life.

• Ahn's film documents her sources of inspiration with quotes from her private travel diary.

The integrated, social-first campaign launched on Instagram via our icon's channels and continued to roll out across all social channels (Instagram, Facebook, Twitter, LinkedIn, WeChat, Weibo and YouTube) through paid placements, AirFrance Entertainment, cinemas, out-of-home in key cities, and global media platforms.

Results

• Over 50 million people reached globally in the first two weeks.
• The film's video completion rate on social media is 300% above the global industry average.
• Over 233 million earned media impressions with coverage in Adweek, Condé Nast Traveler, Complex, Hypebeast, Highsnobiety, and more being shared across social networks.
• Social ad click-through rate was 107% above global advertising benchmarks.
• RIMOWA.com traffic increased 36% during this campaign period compared to 2017 YoY.
• Owned social media engagement rate increased 80% following the campaign launch.
• Organic social media traffic increased by 193%.

Media