PIMP YOUR SOLE

TitlePIMP YOUR SOLE
ClientPUMA INDIA
Product / ServiceFOOTWEAR
CategoryA01. Event & Field Marketing
EntrantJACK IN THE BOX WORLDWIDE Mumbai, INDIA
Entrant Company:JACK IN THE BOX WORLDWIDE Mumbai, INDIA
Sales Promotion/Advertising Agency:JACK IN THE BOX WORLDWIDE Mumbai, INDIA

The Brief

Inspire the creative communities in Mumbai and Bengaluru to design the PUMA 2011 Flip Flop collection. Co-create via Crowd-sourcing. Literally make your consumer also an owner of the brand.

Describe how the promotion developed from concept to implementation

We drove a vintage car loaded with graffiti cans to youth hangouts & invited them to ‘PIMP’ it with graffiti. Flyer invitations to take part in the ‘Sole Fight’ design contest at a pre-selected PUMA store were handed out.The entire activity was captured on video + stills & uploaded to YouTube, Flickr & Facebook by mobile editing crews. Real time videos, tweets & pictures were posted to Facebook, YouTube, Twitter & Flickr from every venue. The design competition at the store was also captured on video & pictures and uploaded for a Facebook contest where Puma fans picked their favourites

Describe the success of the promotion with both client and consumer including some quantifiable results

15 days. 27 venues. 5500+ on-ground interactions. 18 Videos. 300+ Flickr Uploads. 300+ designs. 77 shortlists for the online competition on Facebook. 6 Winners 8,030,500 Online Impressions Facebook: 10,450 votes / 12,790 Likes / 1548 Comments. 300,000+ fans added Free media coverage by major news channels and online sites India leapfrogged from #4 to become the #1 fan base for Puma on Facebook Awards & Recognition Puma was honored as ‘The Most Admired Sportswear Brand of the Year 2010’ by IMAGES Fashion Awards 2011, the fashion industry’s premier award ceremony.

Explain why the method of promotion was most relevant to the product or service

The campaign has set a new benchmark in integrated communications by combining on-ground activation and real-time video & image content creation, exponentially multiplied by the power of social media. Further success lies in the fact that not just the content but the product itself was co-created by consumers with the brand. More importantly, the brand created heroes out of its audiences by putting the spotlight firmly on them.

Credits

Name Company Position
Roopak Saluja Jack in the Box Worldwide Co-Founder & Managing Director
Prashanth Challapalli Jack in the Box Worldwide Business Head
Raffael Kably Jack in the Box Worldwide Producer
Varun Bhosle Jack in the Box Worldwide Editor