PUMA L.I.F.T. RACER

TitlePUMA L.I.F.T. RACER
BrandPUMA SPORTS SINGAPORE
Product / ServiceFASHION & CLOTHING
CategoryB02. Consumer Products
EntrantZENITHOPTIMEDIA Singapore, SINGAPORE
Entrant Company:ZENITHOPTIMEDIA Singapore, SINGAPORE
Media Agency:ZENITHOPTIMEDIA Singapore, SINGAPORE

Credits

Credits

Name Company Position
Masie Ong ZenithOptimedia Singapore Media Director
Eileen Chay ZenithOptimedia Singapore Group Manager
Kimberely Doo ZenithOptimedia Singapore Planner

Results and Effectiveness

Achieved 15% higher business numbers than projected within 3 months campaign period. 1. MTV on-air contest attracted 1,064 SMS - 33% above usual response 2. MTV Asia Blog contest attracted 4,300 unique Youth visitors and reaped over 600 submissions. 3. Puma's event screened on-air MTV News, showing Puma's brand affinity with its target consumers. 4. On-air exposure facilitating moment of fame of the winners of the blog contest, in their self-selected Puma apparel, to reinforce Puma as preferred choice by Youth thought leaders - priceless advocacy

Creative Execution

1. Using real Youth fashion leaders to advocate Puma as the preferred choice to the Youth. - 14pp fashion spread in Youth fashion/lifestyle magazine, showing real Youth fashion leaders stylishly match Puma L.I.F.T. shoes to their preferred outfit. 2. Engaging our target consumers with their key affinity platform : music/entertainment, to generate greater impact to our communication. - Partnership with MTV in their blogging contest, making it a facilitator for Youth to express their choice of Puma. - Contestants will blog about popular Youth subjects. The 4 most opinionated bloggers will be appointed by MTV as their official bloggers. They will get their spot of fame on-air, dressed in self-selected Puma apparel. MTV/Puma are facilitators of the youth conversation and moments, creating a spot of fame among their peers, reinforcing Puma as a preferred choice by thought leaders.

Insights, Strategy and the Idea

Puma has always been seen by consumers as a competitor to other sports brands that are more performance driven. Our challenge is therefore to create desirability to reinforce Puma as stylish, cool sports lifestyle brand that will appeal to the youth, aged between 18-24 years. The launch of Puma L.I.F.T. Racer (running shoe) aims to further enhance this proposition. Riding on consumer Insights : Peer group reassurance is important to Youth. We adopted the following stratety by positiioning Puma as the preferred choice for the Youth, by the Youth. 1) We mobilized trend-setters among the Youth, reinforcing Puma as the preferred choice by real Youth trend-setters. 2) Another consumers' insights is : Youth like to keep abreast with latest fashion, music/entertainment. We placed ourselves in these 2 platforms to be among the conversations of our consumers.