Puma DM INDEX by Droga5 New York

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Industry Sportswear, Athletic Footwear & Accessories, Lingerie, Underwear, Pajamas, Tights & Stockings
Media Direct marketing
Market United States
Agency Droga5 New York
Director Nima Nourizadeh
Executive Creative Director Eric Quennoy, Duncan Marshall, Jason Levine, Ted Royer
Art Director Jesse Juriga
Producer Sofia Jönsson
Editor Patrick Colman
Released September 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: PUMA
Product/Service: BODYWEAR
Agency: DROGA5
Date of First Appearance: Sep 2 2009 12:00AM
Entrant Company: DROGA5, New York, USA
Entry URL: http://theindex.puma.com/
Creative Chairman: David Droga (Droga5)
Executive Creative Director: Duncan Marshall/Ted Royer (Droga5)
Creative Director/Copywriter: Kevin Brady (Droga5)
Art Director: Jesse Juriga (Droga5)
Head of Integrated Production: Sally-Ann Dale (Droga5)
Agency Producer: Thomas Beug (Droga5)
Executive Digital Producer: Sandra Nam (Droga5)
Director: Nima Nourizadeh (Partizan US/Dark Room)
Editor: Patrick Colman (Final Cut)
Audio: (Nylon Studios, NY)
Project Manager: Stefan Dufgran (Perfect Fools)
Producer: Sofia Jonsson (Perfect Fools)
Media placement: IPhone Application - ITunes - 21 Sept 2009
Media placement: Website - Online - 21 Sept 2009

Describe the brief/objective of the direct campaign.
The brief challenged us to introduce a new line of underwear in the midst of the worst recession in the last forty years. We were asked to create buzz and interest among a totally new type of audience for Puma and to get exposure for the product line. And we had to do it all without a media budget. We decided to leverage the one thing that was on everybody’s mind at the time: the economy. But we wanted to find a way to put a smile on these bad times.

Explain why the creative execution was relevant to the product or service.
At its core, the PUMA Index is a living PUMA catalogue that shows off PUMA Bodywear in an entertaining way. When the markets dip, as they did all through 2009, viewers raced to the PUMA Index to get a peek at some hot models and the new line of PUMA Bodywear. The client was especially happy that people flooded to the site/app at the exact moment when their products were revealed in full. PUMA is the most fun and cheeky of all the sports lifestyle brands. So, in the midst of the biggest economic crisis in years, PUMA tossed in a little joy.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In the recession, everybody seemed to be obsessed with the stock market, so we created a real-time stock ticker with a twist: when the markets go down, the models clothes come off. We linked the world’s stock markets to some beautiful people and let the markets control how much skin they’d show. All the while showcasing Puma's underwear. Need stats for response rates and targeted outcomes..

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.
• 130,000,000 media impressions • 40,000 app downloads, One of the top 20 Apps of the year • Tens of thousands of blog/twitter/facebook of blog postings *Still tracking the exact figure • An unprecedented amount of return visitors to the site *Still tracking to exact figure