Puma: Puma Beatbot

Credits & Description:

Agency: J. Walter Thompson
Brand: Puma
Country: USA
Advertising Agency: J. Walter Thompson, New York
Entrant Company: J. Walter Thompson, New York
Media Agency: J. Walter Thompson, New York
Pr Agency: J. Walter Thompson, New York
Production Company: J. Walter Thompson, New York
Additional Company: J. Walter Thompson, New York
Chief Creative Officer, New York: Adam Kerj (J Walter Thompson)
Global Director Of Brand & Marketing: Adam Petrick (Puma)
Senior Art Director: Ben Morejon (J. Walter Thompson)
Senior Producer: Chris Klein (J. Walter Thompson)
Executive Creative Director: Emmanuel Lalleve (J. Walter Thompson, New York)
Pid And Control System Consulting: Matt Berlin (If Robots)
Design, Engineering, Product Management: Simon Ellison (10xbeta)
Senior Copywriter: Andrew Curtis (J. Walter Thompson)
Global Business Director: Greg Mcconnell (J. Walter Thompson)
Design, Engineering, Product Management: Marcel Botha (10xbeta)
Global Creative Director Of Brand & Marketing: Remi Carlioz (Puma)
Assistant Producer: Thomas Mishra (J. Walter Thompson)
Director Of Photography: Chris Browne (Rock Steady Films)
Digital Creative Director: Karl Ackermann (J. Walter Thompson)
Project Manager: Kristin Robinson (J. Walter Thompson)
Line Following Sensor Array: Ranjit Bhatnagar (Moonmilk)
Executive Creative Director: Florent Imbert (J. Walter Thompson)
Line Following Sensor Array: Yoni Saltzman (Honeybee Robotics)
Chief Creative Officer, New York: Brent Choi (J. Walter Thompson)
Computer Vision: Bruno Kruse (10xbeta)
Account Director: Chris Burgess (J. Walter Thompson)
Computer Vision: Carrie Kengle (10xbeta)
Director Of Digital: Jennifer Usdan Mcbride (J. Walter Thompson)
Planning Director: Rik Mistry (J. Walter Thompson)
Director Of Photography, 1st Unit: Danny Dwyer (Black Tape Media)
Pid And Control System Consulting: Jesse Gray (If Robots)
Computer Vision: Mike Manh (10xbeta)
Design, Engineering, Product Management: Berk Ilhan (10xbeta)
Account Manager: Caroline Morse (J. Walter Thompson)
Executive Producer: Jason Curtis (J. Walter Thompson)
Outcome:
Due to athlete training schedules, shoot timing could only be accommodated in April 2016. At time of submission The PUMA BeatBot had only been live for 4 days. Below are results based on the impact of communications during that 4 day period:Organic global press coverage, highlights include;Fitness & sports-NBC Sports,-Mens Fitness,-Letsrun.com,- Men's JournalTech- Popular Mechanics- Engadget-FastCompany-Mashable,-TechCrunch,General interest-Yahoo News,-The Huffington Post,-GQ,-Discovery Channel,-The Mirror (UK) Marketing and creative-AdWeek-DesignBoom-Creativity-AdLand-TheLittleBlackBook-11.3k mentions in 4 days V.S. 7.7k PUMA Running mentions (from previous month)-Coverage by our top 100 social influencers reached an estimated 14.1m people-87% positive sentiment-200,000+ organic views on PUMA YouTube channel through owned and earned traffic-PUMA Runnings
Campaign Description:
While others focused on wearable tech, we created raceable tech. Introducing The PUMA BeatBot - a programmable, self-driving robot that inspires runners to push harder. Giving them a visual target to beat, not just a stopwatch.Instead of just telling runners to be Forever Faster. We gave them a way to live it.
Synopsis:
Situation:PUMA have a long heritage of excelling in sports by bucking the trend. They are driven by a desire to be at the bleeding edge of innovation, design and style so that they can create the tools that people need to be and feel their best on the field. However recently they have been victims of their own success with their sport-style business overshadowing their performance credentials. Brief:Find an innovative way to demonstrate that PUMA is a credible performance brand and inspire runners to be forever faster.Objectives:1) Increase consideration of PUMA amongst competitive runners2) Demonstrate PUMA’s commitment to be at the cutting edge of innovation and technology
Strategy:
Whilst motivational theories have progressed to reflect the complexities of the modern world, when it comes to running, the basic approach of ‘carrot and stick’ still holds true. The quantified self is a prevalent trend in sports, but is essentially the ‘stick’ that runners beat themselves with. Being able to track;- Your distances- Time- Calories burned All through the use of smart apparel or additional devices is great but unfortunately, this all happens after the event. After you’ve completed your run and synced your device. But what if you could use historical data in real time to push you forwards, like a ‘golden carrot’ to truly inspire you rather than be the source of frustration after a seemingly hard training session? Our strategy looked to transform trackable data into chase-able data.
Execution:
The BeatBot prototype was launched earlier this year, we programmed it with different paces over various distances and invited runner to race against it.Once programmed the BeatBot; - Tracks the line on a track with an array of 9 infrared sensors- Counts wheel spins to determine speed and distance- Processes all the data in real-time, to make over 100 maneuvers a second to stay on the line, navigate bends and cross the finish line all at a pace you’re trying to beat- An array of bright LED lights at the rear so you can see the BeatBot in your peripheral vision, leaving you to concentrate on making your run as fast as possible.