Nov 17, 2009

Puma | Joyful Winter | Asia

Winter is not lacking in colors and fun in Puma's latest through-the-line campaign for its autumn and winter wear in Asia.

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




Source:
Campaign China

Related Articles

Just Published

2 days ago

AI, copyright, and creativity: The fine line ...

With tech giants lobbying for AI training on copyrighted material and artists filing lawsuits to protect their work, adland faces the challenge of integrating AI while respecting copyright, originality, and the livelihoods of creators.

2 days ago

Women to Watch 2024: Vivian Liu, DeVries Global

A PR veteran, Liu empowers the next generation in Taiwan by promoting fairness, authenticity, and industry excellence.

2 days ago

A new campaign gives dignity to Vietnam's unsung heroes

This Labour Day, a powerful tribute by creative agency The Friday urges us to see the workers we pass by without a second thought. But does recognition go far enough?

2 days ago

Amazon unveils first brand overhaul in 25 years, ...

The subtle design refresh spans over 50 sub-brands across categories like pharmacy, groceries, and on-demand streaming under a single brand umbrella.