Puma Ambient BeatBot [video] by J. Walter Thompson New York

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BeatBot [video]

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Industry Sportswear, Athletic Footwear & Accessories
Media Ambient
Market United States
Agency J. Walter Thompson New York
Creative Director Karl Ackermann
Released March 2016


Cannes Lions 2016
Cyber Branded Tech: Tangible Tech Silver Lion

Credits & Description

Brand: Puma
Media: Ambient
Category: Fashion
Agency: JWT
Geo: United States
Puma: BeatBot
When everybody is making wearable tech to help people monitor their performance, Global Sports Brand PUMA created a raceable tech gadget to improve the performance of runners in real-time. 
Introducing The PUMA BeatBot - a programmable, self-driving, line-following robot that inspires runners of all levels to push harder by giving them a real visual target to beat, not just the time on a stopwatch.
Runners can enter the time and distance of the race they want to replicate, place the unit on the starting line of a track and go. The BeatBot will then pace out the programmed race. It allows runners to race their own best time, their rival’s best time and even Usain Bolt’s best time. With a top speed of 44kmh, BeatBot can recreate Bolt’s record-shattering 100m dash, giving runners a chance to experience firsthand just how fast the world’s fastest man can go.
Advertising Agency: JWT, USA
Executive Creative Directors: Florent Imbert, Emmanuel Lalleve
Creative Director: Karl Ackermann
Senior Art Director: Ben Morejon
Senior Copywriter: Andrew Curtis
Chief Creative Officers, New York: Brent Choi, Adam Kerj
Planning Director: Rik Mistry
Director of Digital: Jennifer Usdan McBride
Executive Producer: Jason Curtis
Senior Producer: Chris Klein
Assistant Producer: Thomas Mishra
Project Manager: Kristin Robinson
Global Business Director: Greg McConnell
Account Director: Chris Burgess
Account Manager: Caroline Morse
Directors of Photography: Danny Dwyer / Black Tape Media, Chris Browne / Rock Steady Films
Design, Engineering, Product Management: Marcel Botha, Berk Ilhan, Simon Ellison / 10XBETA
Computer Vision: Bruno Kruse, Carrie Kengle, Mike Manh / 10XBETA
PID and Control System Consulting: Jesse Gray, Matt Berlin / IF Robots
Line Following Sensor Array: Ranjit Bhatnagar / Moonmilk, Yoni Saltzman / Honeybee Robotics
Due to athlete training schedules, shoot timing could only be accommodated in April 2016. At time of submission The PUMA BeatBot had only been live for 4 days. Below are results based on the impact of communications during that 4 day period:Organic global press coverage, highlights include;Fitness & sports-NBC Sports,-Mens Fitness,-Letsrun.com,- Men's JournalTech- Popular Mechanics- Engadget-FastCompany-Mashable,-TechCrunch,General interest-Yahoo News,-The Huffington Post,-GQ,-Discovery Channel,-The Mirror (UK) Marketing and creative-AdWeek-DesignBoom-Creativity-AdLand-TheLittleBlackBook-11.3k mentions in 4 days V.S. 7.7k PUMA Running mentions (from previous month)-Coverage by our top 100 social influencers reached an estimated 14.1m people-87% positive sentiment-200,000+ organic views on PUMA YouTube channel through owned and earned traffic-PUMA Runnings
Campaign Description:
While others focused on wearable tech, we created raceable tech. Introducing The PUMA BeatBot - a programmable, self-driving robot that inspires runners to push harder. Giving them a visual target to beat, not just a stopwatch.Instead of just telling runners to be Forever Faster. We gave them a way to live it.
Situation:PUMA have a long heritage of excelling in sports by bucking the trend. They are driven by a desire to be at the bleeding edge of innovation, design and style so that they can create the tools that people need to be and feel their best on the field. However recently they have been victims of their own success with their sport-style business overshadowing their performance credentials. Brief:Find an innovative way to demonstrate that PUMA is a credible performance brand and inspire runners to be forever faster.Objectives:1) Increase consideration of PUMA amongst competitive runners2) Demonstrate PUMA’s commitment to be at the cutting edge of innovation and technology
Whilst motivational theories have progressed to reflect the complexities of the modern world, when it comes to running, the basic approach of ‘carrot and stick’ still holds true. The quantified self is a prevalent trend in sports, but is essentially the ‘stick’ that runners beat themselves with. Being able to track;- Your distances- Time- Calories burned All through the use of smart apparel or additional devices is great but unfortunately, this all happens after the event. After you’ve completed your run and synced your device. But what if you could use historical data in real time to push you forwards, like a ‘golden carrot’ to truly inspire you rather than be the source of frustration after a seemingly hard training session? Our strategy looked to transform trackable data into chase-able data.
The BeatBot prototype was launched earlier this year, we programmed it with different paces over various distances and invited runner to race against it.Once programmed the BeatBot; - Tracks the line on a track with an array of 9 infrared sensors- Counts wheel spins to determine speed and distance- Processes all the data in real-time, to make over 100 maneuvers a second to stay on the line, navigate bends and cross the finish line all at a pace you’re trying to beat- An array of bright LED lights at the rear so you can see the BeatBot in your peripheral vision, leaving you to concentrate on making your run as fast as possible.