WHAT WEIGHS MORE? by DDB Buenos Aires for Puma

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WHAT WEIGHS MORE?

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Argentina
Agency DDB Buenos Aires
Director Juan Alari, Fernando Madero
Executive Creative Director Hernan Jauregui, Pablo Batlle
Creative Director Walter Ioli
Art Director Maximiliano Ballarini, Giancarlo Franco
Copywriter Gastón Potasz, Pablo Herrera - Mariella Rivera - Daniela Lopez
Account Supervisor Paula Montes
Released September 2009

Credits & Description

Category: Clothing, Footwear & Accessories
Advertiser: PUMA ARGENTINA
Product/Service: LIFT FOOTWEAR
Agency: DDB ARGENTINA
Date of First Appearance: Sep 7 2009 12:00AM
Entrant Company: DDB ARGENTINA, Buenos Aires, ARGENTINA
Entry URL: http://www.quepesamas.com/case/
Executive Creative Director: Pablo Batlle (DDB Argentina)
Executive Creative Director: Hernán Jauregui (DDB Argentina)
Creative Director: Walter Ioli (DDB Argentina)
Digital Director: Agustin Gosende (DDB Argentina)
Digital Executive Producer: Ana Fontecoba (DDB Argentina)
Copywriter: Pablo López (DDB Argentina)
Art Director: Maximiliano Ballarini (DDB Argentina)
Account Supervisor: Paula Montes (DDB Argentina)
Web Producer: Matias Okajima (DDB Argentina)
Web Producer: Alejandro Pereiro (DDB Argentina)
Copywriter: Gastón Potasz (DDB Argentina)
Art Director: Giancarlo Franco (DDB Argentina)
Web Development: Leticia Simon (DDB Argentina)
Web Development: Facundo Mechetti (DDB Argentina)
Director: Juan Alari (DDB Argentina)
Director: Fernando Madero (DDB Argentina)
Media placement: E-Mail - Message Sent To Client's Database - 14 Sept 2009
Media placement: Website - Creating A Combination Of Elements That Equal - 7 Sept 2009
Media placement: E-Mail - Message Sent To Friends Asking For Voting - 14 Sept 2009
Media placement: Website - Videos Of The Live Radio Actions - 14 Sept 2009
Media placement: Website - Video Contest On Light Weightiness Concept - 14 Sept 2009
Media placement: Video - Combinations Weighed Live On Radio Show Metro - 14 Sept 2009

Results and Effectiveness
When the audience decided to participate in the game, they interacted with the product in an entertaining and fun way. This way, participants really understood the benefits of the product. • Argentina became the country with highest Puma Lift sales • 65,320 visits on the website • Average stay: 1 minute 30 seconds • 47% of log-ins were referred from other sites

Creative Execution
Puma Lift, the lightest footwear. But, lighter than what? Than Tom Selleck’s moustache? Lighter than a Victoria Secret’s model? We asked people. What weighs more? We created a game, 100% viral, with presence on the website, www.quepesamas.com, and on the highest rated afternoon radio show. Every day, the five most voted combinations were weighed on the radio and then, uploaded these videos on the website to create more participation. We also wanted to know what "light" meant to our audience, so we created four viral videos that inspired the audience to create their own video and win a MacBook Air.

Insights, Strategy & the Idea
The objective was to present the new Puma Lift, the lightest sports footwear in the world, in a ludic way that showed consumers the important differential of this product: Puma Lift the lightest footwear.