Puma celebrates after hours athletes

Entitled ‘Here’s to the after hours athletes’, the campaign also runs on XINMSN, inSing and ASIAONE. The creative agencies are Fesch Idear and Mill Sterling, while the media agency is ZenithOptimedia. 

The ad on Yahoo! properties including entertainment, technology news, Singapore news, lifestyle news and movies will run until 9 December, to engage the youth aged from 18 to 28.

Gabriel Yap, head of marketing for PUMA Singapore & Malaysia noted that the online campaign has two elements, namely the social conversation and the social interaction, while Yahoo! brings both elements together.

"Yahoo!’s content-rich media properties is the quintessential social glue for our online conversations and engagements. At the same time, its visually impactful ad formats and the staggering online audience numbers to its sites are vital to the success of our digital campaigns.”

The campaign injects a playful twist on its micro site, by urging the public to nominate their friends for various categories including ‘Shot downer’, ‘Compulsive instagrammer’, ‘Slo-mo drinkers’, ‘Gutter hugger’, ‘Ping Pong hoggers’, ‘Midnight texters’, ‘Hot dog addicts’, ‘5am cab runners’, ‘Photo bombers’, Shuffleholics, ‘Always looking sober’ and ‘Smooth talkers’.

Friends with their given titles will be voted in the ‘After hours Athlete Hall of Fame Awards’ and immortalised in PUMA’s Social Diary 2012.

Commenting on the campaign, Tina Pang, head of sales, display for Yahoo! Southeast Asia, said, “The effectiveness of good display advertising is driving advertisers to look for even more engaging ad formats. This has created a segment of experimental marketers who are willing to test new ad offerings in their quest for more interactive and immersive advertising online canvases.”