WINTER IS THE NEW SUMMER

TitleWINTER IS THE NEW SUMMER
BrandPUMA ASIA-PACIFIC
Product / ServiceWINTER COLLECTION 2009
CategoryC01. Best Use of Integrated Media
EntrantZENITHOPTIMEDIA ASIA PACIFIC Hong Kong, HONG KONG
Entrant Company:ZENITHOPTIMEDIA ASIA PACIFIC Hong Kong, HONG KONG
Advertising Agency:WELCOMM ZENITHOPTIMEDIA Seoul, KOREA
Media Agency:ZENITHOPTIMEDIA ASIA PACIFIC Hong Kong, HONG KONG

Credits

Credits

Name Company Position
Christoph Peter-Isenbuerger PUMA Asia-Pacific Head of Marketing
Angie Law PUMA Asia-Pacific Brand Manager
Matt Turl ZenithOptimedia Asia-Pacific Client Services Director
Gary Wise ZenithOptimedia Asia-Pacific Communications Planning Director
Jason Aspes David Advertising Creative Director
Matthew Leem David Advertising Group Account Director

Results and Effectiveness

The two-month campaign generated ROI of 6 to 1 on media spend. Sell-through of key featured products measured 85% in PUMA stores (25% above target). In the key winter market of Korea, sales of flagship goose-down jackets rose 75% YOY despite 40% less advertising budget. And in China, sales of winter products rose by 250% during the campaign. Online and mobile media drove over 3 million unique visitors in China alone. This was PUMA’s most successful APAC campaign ever, and sales were supplemented by increased brand affinity; from 2009 to 2010, PUMA rose 54 places in Media’s Top 1000 brands.

Creative Execution

Asian celebrities Gaile Lai and Eddie Peng were chosen as the perfect embodiment of the joy, colour and energy of the PUMA brand. Our protagonists took consumers on a journey from home to PUMA store. At every stage, the ‘Winter is the new Summer’ theme was clearly executed; magazine covers showcased the joy and energy of our celebrities, with multiple editorial features complementing the theme; innovative digital and mobile games invited consumers into this world with incentives to visit PUMA stores; a tic-tac-toe billboard brought play to consumers waiting for buses; branded ice cream vans further twisted perceptions of winter; and these playful elements continued right to the checkout, with digital terminals set up at the front of key PUMA stores. All of our digital and mobile games were brought to life in the ‘real world’ outside and inside stores, obliterating the marketing ‘line’, completing the journey and driving sales.

Insights, Strategy and the Idea

Little research was required on PUMA’s part to learn that for its young and active target market, winter is a bit of a downer. Clothing choices reflect people’s spirits, particularly in the lucrative northern half of the region, and PUMA saw an opportunity to change perceptions, choices and moods. The ‘Winter is the New Summer’ concept sought to inject a bit of life and colour into the colder months, through an integrated campaign that would drive sales and improve perceptions of the brand. PUMA, uniquely among leading sportswear brands, is associated with joy. By adding a little joy to the lives of its target audience through innovative OOH, engaging digital experiences and creative storytelling, the brand sought to inspire people to translate this into their choice of clothing. A range of vividly coloured products was introduced to brighten up the dark days; sales would prove the key test of success.