173 GRAM by Neogama for Puma

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173 GRAM

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Brazil
Agency Neogama
Executive Creative Director Alexandre Gama
Creative Director Marcio Ribas, Wilson Mateos, Wilson Mateo
Art Director Paulo Lemos
Copywriter Laura Esteves
Producer Mtv Network India Pvt Ltd
Account Supervisor Diego Passos
Released August 2009

Credits & Description

Category: Clothing, Footwear & Accessories
Advertiser: PUMA
Product/Service: FOOTWEAR
Agency: NEOGAMA/BBH
Date of First Appearance: Aug 15 2009 12:00AM
Entrant Company: NEOGAMA/BBH, São Paulo, BRAZIL
Executive Creative Director: Alexandre Gama (Neogama/BBH)
Creative Director: Márcio Ribas (Neogama/BBH)
Creative Director: Wilson Mateos (Neogama/BBH)
Copywriter: Laura Esteves (Neogama/BBH)
Art Director: Paulo Lemos (Neogama/BBH)
Media Director: Alexandre Ugadin (Neogama/BBH)
Media Supervisor: Guilherme Silva (Neogama/BBH)
Media Manager: Tamara Cortez (Neogama/BBH)
Producer: MTV (MTV)
Film Director: Fabrício Bittar
Account Director: Luis Tosi (Neogama/BBH)
Account Supervisor: Diego Passos (Neogama/BBH)
Media placement: TV Comercial - MTV - 15/08/2009

Results and Effectiveness
Lots of spontaneous media in blogs and social networks; comments made by celebrities. 5 million impressions, 50 million for the project’s viral effect, and 1.15% click-through, considered high in Brazil. Mion’s Blog “You know what the coolest part is? Summarising stuff in 173 grammes: you can do pretty much anything: - Being a fan of this blog in 173 grammes = 20 thousand comments per post!” Top-selling model in the first 2 months after launch, with more than twice the average sales of previous months’ top-sellers. 60% of the total PUMA Store volume was sold in the first 2 months.

Creative Execution
The solution was to use a format that suggested a connection between the ad and the sneaker’s main feature – its weight. We created 3 commercials with a length of 173 tenths of a second each, highlighting what was important to the client. We chose MTV for the relevance it has among the young, entertainment-focused audience. The new format was negotiated and finally approved, and well-known VJ Marcos Mion supported the campaign. The commercials featured a marker indicating the end of the sequence at 173 tenths of a second. They were starred by Marcos Mion, which further improved the connection between the spots and the target audience. The VJ himself used his blog to stimulate interaction between consumers and the concept through the phrase “173 characters are enough to sum up just about anything”. Readers could post comments with up to 173 characters.

Insights, Strategy & the Idea
The objective of the campaign was to launch and advertise Puma’s new sneaker, the Lift Running, the world’s lightest model, weighing 173 grammes. Communication efforts aimed to reach consumers of classes AB, 18 – 39 years-old, with an active social life: students graduating from college and career-focused adults. This audience likes fashion and is always up-to-date with technology and world news. The product is the world’s lightest sneaker, weighing 173 grammes. This feature generated the insight we worked on. Three commercials were created. They were 173 tenths of a second long and ran on networks relevant to the target audience. Puma Lift Running created a new format, which is rarely seen in Brazil (where TV spots are usually 15, 30, 45, 60, or 90 seconds long). It also stood out from other spots during commercial breaks. It took lengthy negotiations for the network to accept this unusual format.