Puma Case study THE PUMA LOVE RUN by Ogilvy & Mather Sydney

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Industry Sportswear, Athletic Footwear & Accessories
Media Case study
Market Australia
Agency Ogilvy & Mather Sydney
Executive Creative Director Michael Knox
Creative James Barkley, Lenna Boland
Released February 2011

Credits & Description

Category: Entertainment & Leisure
Advertiser: PUMA
Product/Service: SPORTING EVENT
Date of First Appearance: Feb 12 2011
Entrant Company: BADJAR OGILVY, Melbourne, AUSTRALIA
Executive Creative Director: Michael Knox (Badjar Ogilvy)
Creative: Lenna Boland (Badjar Ogilvy)
Creative: James Barkley (Badjar Ogilvy)
Account Director: Lucy Whittemore (Ogilvy Action)
Account Manager: Toby Gill (Badjar Ogilvy)
Media placement: Website - Microsite - 22nd December 2010
Media placement: EDM - RSVP Members, Puma Database, Footlocker Database, Running Clubs Data Base, Fitne - 22nd December 2010
Media placement: Onlilne Viral - Youtube - 26th January 2011
Media placement: Street Press - Melbourne Streets - 24th January 2011
Media placement: Radio - Nova Australia Wide - 24th January 2011
Media placement: Instore POS - Puma And Footlocker Stores - 24th January 2011
Media placement: Street Promotional Activity - Melbourne City - 27th January 2011
Media placement: Print / Press - MX, Runners World, Post Cards - 22nd December 2010
Media placement: Online Advertising - RSVP Site, The Age, VICE Wesite, Three Thousand Website - 22nd December 2010
Media placement: Event - Sporting Event - 12th February 2011

Describe the objective of the promotion.
We noticed that runners often train alone. It would be great if PUMA could bring them together.

Our Objectives:

• To create an experience that gives runners the opportunity to connect with each other, not just in a running sense, but a social sense.

• An experience that brings to life PUMA’s brand essence of joy.

• An experience that is different, fun and unique from other fitness inspired promotions and sporting events.

Valentine’s Day provided the perfect inspiration to achieve our objectives.

Describe how the promotion developed from concept to implementation.
The concept: The PUMA LOVE RUN, a run/afterparty held on Valentine’s Weekend.

With the tag-line ‘meet someone fit’ recruitment began by pairing up with Australia’s Number 1 dating site RSVP, gyms and running clubs.

It continued via a cheeky Viral, Press, Online, eDMs, Instore POS, Radio, Street Press, plus Street Promotional Activity via the specially-created PUMA 'Love Squad'.

After the run, the after-party rocked on. Pick-up cards were exchanged. Love stories confessed and shared online.

Participants wore different coloured t-shirts indicating if they were single or a couple.
As one runner said, ‘if only life was like this’.

Explain why the method of promotion was most relevant to the product or service.
A LOVE RUN held on Valentine’s Weekend was the perfect vehicle for PUMA to bring runners together in a fun, fitness inspired way.

A unique sporting event that gained great media attention and cut-through whilst heightening consumer’s engagement with the brand.

All elements of the promotion specifically targeted an audience that were looking to get involved, keep fit and possibly meet someone fit. A fun-run with an entertaining twist.

It brought to life PUMA’s brand essence of joy and love of sport, as well as its lifestyle positioning of the ‘after-hours athlete’ together in one loving, social experience.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The inaugural PUMA LOVE RUN was a major success.
1000s ran.
1,892 shared why online.
Over 30,000 viewed the viral.
22,910 site visits.
Media coverage continued post event, praising the experience for ‘finally taking the boredom out of running’.
Most importantly, PUMA achieved their objective of bringing runners together.
New FACEBOOK friends were made.
LOVE STORIES told online.
Relationships started.
PUMA pairing up with Valentine’s Day to create a unique sporting event that gives consumers (runners) the chance to meet someone fit.
LOVE RUNS are now planned for Melbourne, Sydney and Auckland in 2012.