Category: Direct Response Digital: Email Marketing
Product/Service: SPORTS BRAND
Date of First Appearance: Feb 8 2010 12:00AM
Entrant Company: DROGA5, New York, USA
Entry URL: http://www.pumahardchorus.com/
Creative Chairman: David Droga (Droga5)
Executive Creative Director: Ted Royer (Droga5)
Associate CD of Digital: Neil Heymann (Droga5)
Copywriter: Erik Hogfeldt (Droga5)
Art Director: Petter Hernmarck (Droga5)
Designer: Jon Donaghy (Droga5)
Head of Integrated Production: Sally-Ann Dale (Droga5)
Agency Producer: Dana May (Droga5)
Digital Producer: Andrew Allen (Droga5)
Production Company: (Knucklehead)
Director: Ben Gregor (Knucklehead)
Director of Photography: John Lynch (Knucklehead)
Managing Directors: Tim Katz/Matthew Brown (Knucklehead)
Producer: Ben Mann (Knucklehead)
Editor: Alaster Jordan (The Whitehouse)
Post Production: (The Mill)
Music: (Red Rhythm)
Digital Production Company: Usman Farman (Lolz, LLC)
Digital Creative Director: Mike Bodge (Lolz, LLC)
Media placement: Newspapers - Metro Newspapers - 12 Feb 2010
Media placement: Microsite - Online - 8 Feb 2010
Media placement: Online Banners - Online - 11 Feb 2010
Media placement: Online Video - YouTube - 8 Feb 2010
Describe the brief/objective of the direct campaign.
Our target audience was existing football fans who knew Puma as a great brand but weren’t used to getting innovative content from them.
This year, match day fell on Valentine’s Day and our target - hardcore footballs fans - were deciding between football and loved ones. If something wasn’t done a lot of men were going to be in a whole lot of trouble. Our strategy was to use this as an opportunity, and allow them to show their love for both at the same time.
Explain why the creative execution was relevant to the product or service.
According to Puma, known as a joyful sports brand by European fans, Love = football. And during Valentine’s Day, they wanted to prove their point. Some strength of the campaign comes from our insight that there were lots of football matches on the 14th of February.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Valentine’s Day or not, we knew that true football fans would rather be watching the game. So we gathered the hardest and toughest of football fans and made them sing a wonderfully powerful, romantic song, making any girl feeling so loved, she would let her man watch the match on Valentine’s Day. On our website, guys could personalise the song and send it as a dedicated message to their better halves. We also let them broadcast their love to the world over YouTube, Facebook and Twitter. The film also aired during the games on Valentine’s Day.
People were driven to the website with send to a friend option, and it was spread via youtube and newspapers.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
We achieved 15,000,000 views and counting across hundreds of sites. The videos were passed on as love letters over 65,000 times. The site created to host the videos racked up over 1,000,000 visitors.
The Direct marketing titled HARDCHORUS was done by Droga5 advertising agency for product: Sports Brand (brand: Puma) in United States. It was released in the Feb 2010.