Background

PUMA invited us to help with the launch of their new Hybrid Astro product line. They asked us to create an experiential outdoor activation that would take over Hua Shi Guang Chang (华狮广场) plaza in Shanghai, right across from one of their key retail points in the city. Although at its core, Hybrid Astro is a running product line, it was important for PUMA that every aspect of the experience reflected the freedom encapsulated by their “管我怎么跑 - Run my Way” campaign. The aim was to deliver an immersive running experience where people would be free to run their own way, regardless of their age or performance level. We custom built a popup installation that covered a total of 100sqm, including a curved treadmill, a 180° immersive screen and a room custom-fitted with motion and face-tracking cameras to create your personalized avatar.

Describe the creative idea (40% of vote)

Run My Way differentiates itself from other running experiences by celebrating the joy of running, regardless of one’s performance level. It is not about how fast you can run, it is about running as an experience and the beauty of exploration. The main idea was to allow visitors to transform themselves into their own PUMA spirit animal, and embark on a journey through three mystical worlds populated by creatures with its own magical lore. The puma model was custom designed to allow for various colours and textured finishes, enabling people to add their own personality. The three mystic environments were built entirely from scratch and designed to react to a runner's different speeds. By adding this level of customization to the Puma and allowing users to run in environments that reacted to their speed, we built a truly personal running experience for each visitor.

Describe the execution (40% of vote)

Visitors are greeted at the entrance of the 100sqm popup installation and introduced to a trial area where they could slip on PUMA’s Hybrid Astro shoes. Visitors then entered the customization room. A large screen combined with face-tracking cameras, allowed them to transform into a puma. Through motion sensors, facial movement would translate to puma movements. Visitors further customized their avatar by picking color, material finish and soundtrack. Exiting the room, we presented a gallery showcasing the story and lore behind the mythical world they are about to enter. Lastly, visitors arrived in the running room, where they would step on a mechanical treadmill, surrounded by 180° screens, and run through a 3D mythical world including a mysterious city, enchanted mountains and an emerald forest. The whole experience was managed through a WeChat mini-app, allowing users to easily log-in through each step and receive a personalized video of their experience.

List the results (20% of vote)

Users would receive coupons at the end of the experience to be redeemed at PUMA retail stores in Shanghai. 92% of coupons were redeemed in-store, leading to: 21% increase in retail foot traffic 34% increase in sales conversion 60% increase in overall sales In addition, engagement / time spent with the brand was high for each experience visitor, with average brand engagement between 5min12 and 7min42.