Title | PIMP YOUR SOLE |
Brand | PUMA INDIA |
Product / Service | FOOTWEAR |
Category | A01. Event & Field Marketing |
Entrant | JACK 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 |
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 |
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.
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
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.
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.