PALERMO'S BIRTHDAY by DDB Buenos Aires for Puma

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PALERMO'S BIRTHDAY

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Industry Sportswear, Athletic Footwear & Accessories
Media Direct marketing
Agency DDB Buenos Aires
Executive Creative Director Hernan Jauregui, Pablo Batlle, Jonathan Jauregui, Hernan Cuñado
Creative Director Walter Ioli, Walter Andrés Garay
Art Director Maximiliano Lueders, Fabian Fernandez, Pablo Vio, Pablo Fernández Russo, Ballarini
Copywriter Federico Macko, Ientilleza, Potasz, Daniel Ramirez-Gaston
Producer Pablo Banchieri
Released November 2009

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: PUMA ARGENTINA
Product/Service: PUMA
Agency: DDB ARGENTINA
Date of First Appearance: Nov 9 2009 12:00AM
Entrant Company: DDB ARGENTINA, Buenos Aires, ARGENTINA
Entry URL: http://festivalcases.com/cumplepalermo/case/
Executive Creative Director: Jauregui, Hernán (DDB Argentina)
Executive Creative Director: Batlle, Pablo (DDB Argentina)
Creative Director: Ioli, Walter (DDB Argentina)
Digital Director: Gosende, Agustín (DDB Argentina)
Digital Executive Producer: Fontecoba, Ana (DDB Argentina)
Art Director: Fernández, Federico (DDB Argentina)
Art Director: Ballarini, Maximiliano (DDB Argentina)
Producer: Banchieri, Pablo (DDB Argentina)
Art Director: Russo Fernández, Pablo (DDB Argentina)
Web Producer: Simon, Leticia (DDB Argentina)
Web Producer: Pereiro, Alejandro (DDB Argentina)
Web Producer: Okajima, Matías (DDB Argentina)
Copywriter: Ientilleza, Federico (DDB Argentina)
Copywriter: Potasz, Gastón (DDB Argentina)
Account Executive: Paula Montes (DDB Argentina)
Media placement: Guerrilla Marketing - Boca Juniors Stadium - 9th Nov 2009

Describe the brief/objective of the direct campaign.
A soccer player’s sponsorship can be key to sports brands though many times, it is limited to a passive endorsement. Puma is Martín Palermo’s sponsor, the greatest scorer in the history of Boca Juniors. We created an excuse to leverage the sponsorship, taking it beyond dressing him, by transforming a typical soccer Sunday to the greatest birthday for Martín Palermo. The target audience was Boca Juniors fans.

Explain why the creative execution was relevant to the product or service.
Puma surprised and won the admiration of Palermo's fans. This strengthened the bond between the brand and the fans, from the moment they decided to participate in this celebration. With a simple action plan, Puma transformed this event into headlines as the press covered the event without Puma investing in any media buying. Puma gave fans the opportunity to be part of a special celebration. This way, Puma leveraged its sponsorship by creating the perfect excuse to connect Martín Palermo with his fans. This way, Puma gave a new dimension to the relationship between the greatest scorer and his fans.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The fans were invited to Martín Palermo's Birthday via e-mail, which was sent to members of Boca Juniors Club. As well, we created a Facebook action that invited fans to be part of Martín Palermo's birthday and published the invitation on Martín Palermo's official website. On the day of the celebration, fans could follow the twit @nuestrodeseo and read about what was happening, in realtime, in the stadium the day of the celebration. The gates of the stadium didn’t look like they usually do every Sunday. Big balloons clouded the skies and surprised all fans. As they walked closer, fans could hear clowns who gave them bags full of hats, candy, cards, balloons and a sash that fans used to sing Happy Birthday to Martín Palermo.

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 stadium was full! Releasing balloons and holding their sashes as high as they could, 40,000 fans gave life to the greatest birthday party. The field was transformed into the biggest birthday cake. The greatest player received the greatest birthday celebration. Over 40,000 fans filled the stadium, which was at its maximum capacity, to sing happy birthday to their soccer idol. Martín Palermo’s birthday was broadcasted on many television entertainment and news shows, documented on newspapers, magazines and on the Internet.