Skybags from luggage brand VIP is out with a series of new TVCs for the brand’s latest backpack collection for the youth. Focusing on the stylish backpacks, the new campaign has been designed to appeal to the youth, with a quirky twist in its communication – ‘Back is the new front’.
The ads conceptualized by L&K Saatchi & Saatchi features Skybags brand ambassador John Abraham discovering a new world where youngsters are doing everything backwards including cycling, in order to show off their stylish backpacks.
John witnesses this new trend first when he sees a girl walking out of a lift backwards. She is seen carrying a Skybag backpack. Surprised, he moves on to find this same trend everywhere. A woman is walking her dog backward, a cyclist is riding backward, in fact there is a movie poster of ‘Kill Bill’ starring actress Uma Thurman’s back with her Skybag backpack!
Not to be left out, John too walks into a store, buys his own bag and walks out of the store backward, while the voiceover goes “Back is the new front”, and a tagline that says, “Move in style’.
#BackIsTheNewFront to #MoveInStyle
The campaign has also been extended onto social media in keeping with the ideas of the tagline “Move in style’ and the new trend “Back is the new front”. Prior to the launch of the TVCs, the social media platforms of Skybags began gearing up fans for the new communication. A Twitter contest invited users to tweet using #BlankIsTheNewBlank with stylish bags for prizes.
The contest ran for a good number of days following which the new TVC was shared on Skybags Facebook and Twitter pages, using the hashtag #BackIsTheNewFront. While the TVC was shared and users were getting accustomed to the idea of #BackIsTheNewFront, a contest was launched encouraging them to share their reverse selfies.
In the reverse selfie, one had to show off their unique style with their backs facing the camera either with the help of a mirror or get it clicked by someone. The grand prize was a Canon Digital Camera and a Skybags Speed backpack, while 10 lucky winners could get backpacks from the new range. This was then followed by the #MoveInStyle contest that asked users to share their style quotient.
— Skybags (@InSkybags) March 8, 2014
— Skybags (@InSkybags) March 13, 2014
— Skybags (@InSkybags) March 14, 2014
— Skybags (@InSkybags) March 19, 2014
Communication through social
For a brand known for its stylish range of travel bags, Skybags needed something really quirky for communicating its new range of backpacks. The emphasis on “back is the new front” does that for the TVCs and adds that required recall value. Also, the extension on social media to communicate the new idea has been a well laid out plan.
Right from bracing the community with #BlankIsTheNewBlank to getting them involved with the new style idea of #BackIsTheNewFront and #MoveInStyle with contests and reverse selfies, the social media communication has been focused towards the consumers – the young, urban, social-savvy crowd.
The response on social seems to indicate that relevant contests and product as prizes always works. I quite liked the reverse selfie idea for a backpack brand. The Skybags #BackIsTheNewFront is a clever, well-targeted and memorable campaign, what do you think?