2014 | Finalist | Best Use of Out of Home/POS Media
Advertiser: Puma Malaysia Brand: Puma Suede Creative Agency: Cake experiential communications (asia) sdn bhd Credits: Zenith Malaysia — Lee Tse Yoon (Planning Director), Mandy Chan (Media Manager), Iylia Abdul Rahman (Outdoor Media Manager), Mahira Mohd Dahlan (Media Planner)
The Challenge
Puma needed to reignite its fans’ love for its street culture creation. Converse and Adidas lead; Puma needs to have a cut through campaign with limited budget, targeting a niche audience base. It brought back its famous Suede collection, an authentic youth street culture icon shoes from the 1968.
The Solution – Insight & Idea
Puma identified its target audience as “Street Culture Urbanites” (SCU), the 16 to 22 years old, high energy urbanites who like street culture, yet being stylish. There are only a handful of them, less than 1million, and they do not consume mainstream media. Street Culture Urbanites are somewhat rebellious, proud of their individualism, and collect good authentic shoes. They are the sportswear and street-fashion style maker. They read street culture fashion blogs, watch Hip Hop music and fashion videos, like Street activities e.g. Skating and Street Art. They are highly outdoor checking out hippies cafes, and constantly on their smartphones. We combined some of the insights, and devised a modern-day OOH campaign that sell them the “experience” of owning a cool pair of Puma Suede, instead of “telling” them what to buy, a tactic that they do not favour of.
The Execution
Puma Suede has heavy heritage story, hence the OOH execution needs to tell the Suede story from the past, present, future. The stories must drive engagement, advocacy, and create desire to buy. Deploying Paid, Owned, Earned strategy:
The Results