Puma | Joyful Winter | Asia

The interactive campaign, developed by Ogilvy & Mather, Droga5 and ZenithOptimedia, is taking to the streets across China, South Korea, Hong Kong, Singapore and Malaysia.

Aside from print ads across different markets, Puma will be employing local adaptations for each market. On-ground and in-store marketing stunts have been implemented to drive traffic to the website. Hong Kong has set up interactive bus stops with Tic-Tac-Toe games, while Shanghai will have its own Puma Concept Street in front of the flagship store to entertain customers.

“We are using some fantastic involvement and impact techniques to make this campaign stand out,” said Gary Wise, the communications planning director at ZenithOpitmedia. “Everything is designed to reflect the vibrant and energetic nature of the Puma brand.”

The campaign has signed up Taiwanese idol Eddie Peng and Hong Kong’s top model Gaile Lai as ambassadors for the Greater China markets. Puma has also created an online game to let people mix and match music videos and Puma apparel. The best remix entry will win Puma goodies every week until 12 December.

Puma Asia Pacific’s head of marketing Christoph Peter-Isenbuerger explained: “Our goal was to translate Puma’s brand DNA of being creative and fun through impactful imagery. Using the contrasting colours of winter against the colourful Puma apparel and footwear pieces creates an image that really resonates with the consumer.”


Print ads:

Outdoor display in Hong Kong:


Credits:
Project Joyful Winter
Client Puma Asia-Pacific
Creative agencies Ogilvy & Mather Asia-Pacific, Droga5 New York
Creative directors Jason Aspes, Ogilvy & Mather
Media agency ZenithOptimedia
Communication planning director Gary Wise
Production companies RedWorks, PUMA
Exposure Print, mobile, outdoor, online, experiential