Puma dials up the football

DESCRIPTION

The European Championships in Austria and Switzerland set a particular challenge for Puma. Budgets were significantly down on the World Cup of 2006 while rivals such as Nike and Adidas were expected to keep their spend high. Puma was not an official sponsor but wanted to increase awareness towards among football lovers in an original way.

The brand knew that watching big football games was about community – the reason why fans watch matches in groups be it at home, bars, cafes and pubs. The challenge for Puma would be to enhance this sense of togetherness.

Together Everywhere was all about achieving this. Consumers would be able to sign up to a mobile message that highlighted their patriotism, put them in touch with Puma stars and also enabled them to talk to their own community.

Consumers who signed via to the mobile WAP portal would be able to hear a relevant celebration football chant every time their team scored. When the goal hits the back of the net, the ringtone would be heard and consumers would hear a pre-recorded message from a Puma player before being put into a conference call with the people (up to 10 of their friends) they had registered on the WAP portal. Alternatively they could be put in touch with 1- anonymous supporters of their national team chosen at random. After the call fans were encouraged to upload images of their celebrations to  pumafootball.com.

The aim was to associated Puma with that moment of joy and bring the good news to fans who were unable to watch the match at a time when no other brand would be part of their lives.
The activity was promoted via SMS, online ads and via pumafootball.com as well as via press and outdoor. Once Euro 2008 was over, all fans registered for the "Together Everywhere" programme received a discount voucher on their mobile to be used on PUMA's website.

With the "Together Everywhere" campaign, PUMA has increased brand awareness in Europe, proved its brand values and commitment to football lovers. Furthermore, PUMA increased sales using mobile couponing (figures not available). The success of the "Together Everywhere" mobile campaign has driven PUMA and Phonevalley to build a new mobile marketing campaign in China during Shanghai Formula 1 Grand Prix to promote its Scuderia Ferrari official supplier.
 

IMAGES