Puma Promo, Case study HARDCHORUS by Droga5 New York

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market United States
Agency Droga5 New York
Creative Director Ted Royer
Released February 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: PUMA
Product/Service: PUMA FOOTBALL
Agency: DROGA5
Date of First Appearance: Feb 8 2010 12:00AM
Entry URL: http://www.pumahardchorus.com
Head of Ideas: Andrew Clarke (ZenithOptimedia)
Head of Communications Planning: Michael Iskas (Zenithoptimedia)
Account Director: Frances McCallum (Zenithoptimedia)
Newcast Project Manager: Anna Yorke (ZenithOptimedia)
Digital Planning Director: Stephen Neville (ZenithOptimedia)
Digital Planner: Alex Weetch (ZenithOptimedia)
Account Manager: Grashyna Jan Jurkiewicz (ZenithOptimedia)
Chief Marketing Officer: Tony Bertone (Puma)
Head of Global Marketing: Paul Gautier (Puma)
Head of Digital: Adam Petrick (Puma)
Media Manager: Jessica Bridges (Puma)
Digital Manager: Ingrid Wong (Puma)
Production Manager: Rachanee Charoenying (Puma)
Head of PR: Sara Gottman (Puma)
Creative Chairman: David Droga (Droga5)
Creative Director: Ted Royer (Droga5)
Creatives: Petter Hernmarck/Erik Hogfeldt (Droga5)
Account Director: Susie Nam (Droga5)
Account Manager: Laura S. Bunning (Droga5)
Account Manager: Sarah Frances Hartley (Droga5)
Media placement: Social Media - YouTube, Facebook Connect, Twitter, Football Blogs - 08/02/2010
Media placement: Street Promoters - Turin, Milan, Rome, Birmingham, Reading, Sheffield, London - 09/02/2010
Media placement: Press - Amsterdam, Athens, Helsinki,Metro Newspapers strip ads & postcard - Rome,Stockho - 12/02/2010

Results and Effectiveness
Within two weeks Hardchorus was viewed 5,000,000 times (YouTube and pumahardchorus.com). Fans from 121 countries, representing 50+ clubs, praised Hardchorus with 3,000 YouTube comments and 700 videos. The global online buzz (600 blogs, 2,000 Tweets) drove national media coverage and delivered 100,000,000 free contacts. 50,000 Valentine's e-cards were sent, earning 10 million free contacts via Facebook Connect. 50,000 fan addresses were added to PUMA’s database, while PUMA’s Facebook Football friends increased x5 in a day. Hardchorus doubled weekly concept store sales and delivered 1,800,000 unique visitors to PUMA online. Hardchorus cost the equivalent of 5 x 30” World Cup TV spots.

Creative Execution
We identified football sites and stadiums as the two areas where raw football love is unleashed, whilst ‘fan videos’ and ‘anthem chanting’ were the means of expressing this love. The creative idea: The PUMA Hardchorus. A quirky video featuring real hard core fans chanting love songs that could be sent as a personalised Valentine’s e-card. In the week leading up to Valentine’s Day (V-Day), media partnerships, editorial seeding and behavioural targeting across football sites and blogs/forums delivered effective reach. Nearer V-Day, YouTube and Google targeted ‘football’ and ‘Valentine’ searches while Facebook Connect amplified social reach. On the Friday, we went mainstream by handing out Valentine’s cards though Metro distributors. On V-Day we enabled fans to perform their own hardchorus at karaoke booths across European stadiums and fed the video content to YouTube. To thank the original Hardchorus casts, we broadcast their performance on national TV during their teams’ Valentine’s Day matches.

Insights, Strategy & the Idea
Back in June 2009, whilst Adidas’ Kaka and Nike’s Ronaldo were signing €160 million worth of contracts, the PUMA team were developing the LOVE=FOOTBALL concept in an attempt to engage directly with everyday fans, regardless of team or player preferences. Consumer research into aspects of love and football produced a unique, yet dual, insight: Fans’ love for the game tends to either fulfil the lack of personal relationships (50% of 15-34 year-old fans are single) or to create tensions in existing relationships. Upon realising that for the first time in 11 years the day of LOVE (Valentine’s Day) would clash with the day of FOOTBALL (Sunday), we knew that a 2010 Valentine’s campaign would be an unmissable opportunity to dramatise and amplify the LOVE=FOOTBALL concept. We needed a contagious creative idea to excite fans and start a movement.