Crash landing in China
As part of its growth efforts in China, CRASH Baggage recently did an activation in Suzhou.
Rather than competing for attention in Shanghai or Beijing, the Italian travel brand chose Suzhou to showcase its “Crash Bus” — a bright yellow, retro Mercedes transformed into a moving art installation.
It's a campaign that stands out precisely because it’s away from the crowded streets of Shanghai. Where in a market like SHA, this sort of activation would be a blip on the radar, in a lower tier market, there's a decent change of making a real impact — with a smaller event.
The designer, Francesco Pavia, also attended the activation, bringing some real authenticity to the effort.
No surprise for a brand like Crash Baggage to zero-in on an approach that favors 'imperfection' to stand out.
Hoping they make a road-trip out of this and make some other appearances!
...start in the smaller markets ...build up some anticipation in top-tier markets.
