Puma Promo, Case study BEING A PUMA by Circus

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Industry Sportswear, Athletic Footwear & Accessories, Sports Teams & Events
Media Promo & PR, Case study
Market Mexico
Agency Circus
Creative Director Bruno Lambertini
Art Director Mariana Contegni
Copywriter Alonso Vera Cantú
Creative Santiago Spinola
Released August 2009

Credits & Description

Category: Best Use of Sponsorship
Advertiser: PUMA
Agency: CIRCUS
Date of First Appearance: Aug 21 2009 12:00AM
Entrant Company: CIRCUS, Mexico City, MEXICO
Entry URL: http://www.serpumaestodo.com
Creative Director: Bruno Lambertini (Circus Marketing)
Creative: Santiago Spinola (Circus Marketing)
Copywriter: Alonso Vera Cantú (Circus Marketing)
Art Director: Mariana Contegni (Circus MArketing)
Production: Diego Paladea (Circus Marketing)
Web Production: Javier Barros (Circus Marketing)
Account Manager: Benjamín Reyes (Circus Marketing)
Media placement: Guerilla Campaign - UNAM's Instalations And Faculty's College - 22 July 2009
Media placement: Guerrilla Campaign - Street And Neighborhoods Around UNAM's Headquarters - 8 August 2009
Media placement: Website Serpumaestodo.com - Wwwserpumaestodo.com - 12 August 2009
Media placement: Instore Design - Puma Stores - 12 August 2009
Media placement: DIgital Marketing - Facebook, Twitter, Flickr - 3 August 2009
Media placement: Serpumaestodo.com - 11 Thematical Contest - Www.serpumaestodo.com - 8 August 2009
Media placement: Outdoor Marketing - Pumas' Stadium - 1 - 31 September 2009
Media placement: Alumets For Sale - Puma Stores - 6 November 2009

Results and Effectiveness
1 historical presales that sold out the first production of T-shirts. 1 retro T-shirt that became a lucky charm. The second T-shirt sold out less than one week after its introduction. Serpumaestodo.com registered over 35,000 active participants on its website.

Creative Execution
Being a Puma is everything. To turn the new shirt designed by Puma, into something more than just a sports shirt (an amulet), we launched a strategy with one objective: bring back the love between Puma Club fans and the team’s new uniform. We created a campaign, which compiles all the negative comments about the new shirt design, transforming them into creative proposals. This campaign strategy, divided in 3 stages, was aimed to catch the attention of Puma Football Fans: 1: Locating high-impact elements distributed in the UNAM* installations. 2: serpumaestodo.com helped us to establish dialogue between fans and 11 Puma fans who had the power to decide the future of the Puma football shirt. 3: By the end of the tournament, a Puma Retro design was introduced on its most important game, showing a uniform which evoked the golden years of the club. We created an amulet!

Insights, Strategy & the Idea
Puma needed more presence in the Mexican soccer tournament, so they decided to sponsor another football club besides 'Los Tuzos' del Pachuca, the local soccer team of Hidalgo's state. They were in charge of designing the new Puma football club uniform. One of the best soccer clubs in the league. Target: Puma FC fans. Their passion for the team's colours and symbols exceed everything. They are a select group of core football fans who don't miss any match and always follow all the team's steps across Mexico's football stadiums. People didn't like the new uniform, so we thought of a campaign which enhanced the feelings about the club and the new alliance between Puma & Pumas. The insight was simple: Being a real puma, no matter what, is the most important; IT'S EVERYTHING. The passion for the club is unique, and it's what distinguished a real fan among the other team's fans.