Puma Case study MOSTRO WITH SOLE by Zulu Alpha Kilo

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Industry Shoes, Sportswear, Athletic Footwear & Accessories
Media Case study
Market Canada
Agency Zulu Alpha Kilo
Associate Creative Director Mark Francolini
Creative Director Joseph Bonnici, Zak Mroueh
Art Director Simon Au
Designer Erick Nielsen, Grant Cleland
Producer Mike Mills
Account Supervisor Barrett Holman
Editor Tom Mountain
Released September 2010

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: PUMA CANADA
Product/Service: FOOTWEAR
Date of First Appearance: Sep 20 2010
Entrant Company: ZULU ALPHA KILO, Toronto, CANADA
Creative Director: Zak Mroueh/Joseph Bonnici (Zulu Alpha Kilo)
Associate Creative Director: Mark Francolini (Zulu Alpha Kilo)
Writer: George Ault (Zulu Alpha Kilo)
Art Director: Simon Au (Zulu Alpha Kilo)
Designer: Grant Cleland/Erick Nielsen (Zulu Alpha Kilo)
Account Supervisor: Barrett Holman (Zulu Alpha Kilo)
Client: Sheila Roberts/Nadia Angeloni/Chantal Roy (Puma Canada)
Agency Producer: Eileen Smith (Zulu Alpha Kilo)
Studio Artist: Mike Kavouris (Zulu Alpha Kilo)
Event Manager: Bryden McDonald (Mosaic)
Event Coordinator: Monica Cegielski (Mosaic)
Director of Photography: Ron Zeeman (Studio M)
Producer: Mike Mills (Studio M)
Editor: Tom Mountain (Studio M)
Media placement: Billboard - Street level tactic - 20 September, 2010
Describe the objective of the promotion.
The Puma Mostro was once one of the best selling shoes in Puma’s lineup. To re-introduce the shoe to the Canadian marketplace, something special was in order. The objective was simple: re-launch an iconic shoe to Canadians and get it back on their feet.
Describe how the promotion developed from concept to implementation.
We invited consumers to experience the shoe by creating a collaborative art piece. To generate attention, we created a larger-than-life paint can that sat in a major city square. Footprints led them from the paint can to a giant canvas. Participants put on Mostros, dipped their feet in paint and created PUMA’s new billboard.
Explain why the method of promotion was most relevant to the product or service.
The Mostro isn’t a sporting shoe; it’s a style shoe targeted at the creative class. The promotion allowed our target to express their creativity in their own unique way with our product. By offering them a giant canvas, a pair of the Mostros and no rules, we connected to consumers by allowing them to have a creative experience with the shoe.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Participants posted live photos, videos and tweets about the event online. Crowds waited in line to contribute to the billboard. A video showcasing its creation dominated storefronts and formed the basis of a retail display. Hundreds of consumers literally made the campaign for us and turned a simple billboard into a multimedia campaign.