Puma DM, Case study OFFICIAL FAN by DDB Buenos Aires

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Industry Sportswear, Athletic Footwear & Accessories
Media Direct marketing, Case study
Market Argentina
Agency DDB Buenos Aires
Executive Creative Director Hernan Jauregui, Pablo Batlle
Creative Director Walter Ioli
Art Director Fernando Frontiñan, Pablo Fernández Russo, Milagros Pasman
Copywriter Leandro Custo - Beto Cocito, Leandro Custo
Producer Pablo Banchieri
Released July 2009

Credits & Description

Category: Traffic & Brand Building
Date of First Appearance: Jul 2 2009 12:00AM
Entrant Company: DDB ARGENTINA, Buenos Aires, ARGENTINA
Entry URL: http://ponetelaroja.com/case/
Executive Creative Director: Hernán Jauregui (DDB Argentina)
Executive Creative Director: Pablo Batlle (DDB Argentina)
Creative Director: Walter Ioli (DDB Argentina)
Digital Director: Agustín Gosende (DDB Argentina)
Digital Executive Producer: Ana Fontecoba (DDB Argentina)
Art Director: Pablo Fernández Russo (DDB Argentina)
Art Director: Fernando Frontiñan (DDB Argentina)
Art Director: Milagros Pasman (DDB Argentina)
Producer: Pablo Banchieri (DDB Argentina)
Photography Director: Julián Russo (DDB Argentina)
Web Producer: Alejandro Pereiro (DDB Argentina)
Web Producer: Leticia Simon (DDB Argentina)
Copywriter: Leandro Custo (DDB Argentina)
Copywriter: Beto Cocito (DDB Argentina)
Account Executive: Paula Montes (DDB Argentina)
Media placement: Website - Independiente's Stadium - 28 Sep 2009
Media placement: Print ad - Diario Ole - 28 Sep 2009
Media placement: Email - Unbranded message sent to client's database - 1 Oct 2009
Media placement: Email - Personalizaded message received by the moms - 10 Oct 2009
Media placement: Print ad - Diario Ole - 16 Nov 2009
Media placement: Guerrilla Marketing - Independiente's Club - 27 Nov 2009
Describe the brief/objective of the direct campaign.
Sports brands invest a lot of money in sponsoring soccer clubs. The selling of official jerseys, one of the most effective ways to regain that investment, turns less effective every day as fake jerseys are more popular in the black market, due to their cheap price. Our challenge was to fight piracy. We focused on both existing and new customers, official fans.
Explain why the creative execution was relevant to the product or service.
As the official sponsor of Independiente club, Puma faced a challenge: the selling of official jerseys, one of the most effective ways to regain that investment, decreased significantly as fake jerseys in the black market became more popular due to their cheap price. To invert this, we created a way in which the official jersey offered something unique and original, something that a duplicated jersey simply cannot offer: the opportunity for fans to give their jersey to Independiente players to wear during a game.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
What cannot be forged? Only those things that are original—symbolism cannot be duplicated or copied. If copied, a symbolic element loses its value. Our idea was to transform the original jersey into an original one by printing a code. By registering this code in www.ponetelaroja.com, each fan could become an official fan. Here, they had to tell us how far they would go to wear their jerseys—like wearing it on their wedding day! Other visitors voted and the fans with most votes could give one of the players his own jersey to wear on the official game.
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.
The campaign was incredibly successful.Results in two months:Visits: 247,971Original visits: 42,550—a full house at the Stadium!Visits per day: 3,999,68Pages visited: 1,366,354Considering that an original jersey is worth US$60 and a fake jersey on the black market costs US$15:Official fans registered: 4,519This means: 4,519 jerseys soldThis means: We triumphed over piracy!