Malaysian Media Awards Winners Showcase





2013 | |

Puma Social Playbus

Advertiser: PUMA Malaysia
Brand: PUMA Social AW12
Creative Agency:
Credits: Lee Tse Yoon (Planning Director), Mandy Chan (Media Manager), Iylia Abdul Rahman (Out of Home Media Manager), Liew Soo Mee (Media Buyer), Mahira Mohd Dahlan (Media Planner)

Challenge
Puma is the no. 3 brand after Nike and Adidas, and wants to catch up. It also needed to boost engagement rate with its target audience, the “Trendsters” (first to adopt new fashion trends) to create brand advocates. This would enable it to compete despite lower ad budgets. 

Solution
There is playfulness in each of us buried deep inside, regardless of age. Puma intends to unleash this through “Puma Social Play”. We wanted to instill the “Play” attitude within college students and young professionals who should “Play” in the City while at Work, or Study, or at Leisure. But Trendsters are always on the go and hard to reach, we created a “Puma Social Playbus”, to bring concept to life. 

Execution
We transformed a mega-sized bus into Puma Playbus : –Top of bus is a stage, where Puma performances attracted Trendsters to take note of us –Interior was digital playroom/showroom, where a FB Social App was created, and new Puma Social attire range showcased –The exterior play area – a social networking zone, where consumers could hang out and PLAY. We chose venues where Trendsters are found: Urbanscapes, Publika, Social Club, Aruku The Walk, etc. 

Results
Playbus parked at 25 outdoor locations over 2 months –Total trendsters reached: 3.2mil people –PR coverage across newspapers, online sites, bloggers, celebrities worth RM675,822 –Media ROI 13.5x –Puma mined collected Trendsters’ data for future marketing – driving behavioural targeting. The Puma Social Playbus indeed brought people out to PLAY again!