Puma: PUMA FRAGRANCE

Credits & Description:

Advertiser: P&G
Agency: GREY LONDON
Category: Fast Moving Consumer Goods
Assistant Producer: Alex Manzi (Grey London)
Director: Daniel Wolfe (Somesuch/Co)
DOP: Andre Chematov (Somesuch/Co)
Designers: Chris Chapman (Grey London)
Production Company Producer: Lee Groombridge (Somesuch/Co)
Editor: Matt Newman (Greyworks)
Creative Producer: Maxine Hose (Grey London)
Art Directors: Ryan Connolly (Grey London)
Sound Design: Liam Conwell (Greyworks)
Executive Creative Director: Nils Leonard (Grey London)
Designers: Ryan Connolly (Grey London)
Account Management: Sam Southey (Grey London)
Account Management: Susan Pratchett (Grey London)
Account Management: Yourssri Rahman (Grey London)
Planning Director: Christianne Hamilton (Grey London)
Information Architect: Colin Franks (Grey Possible)
Music Supervisor: David Laub (First And Last)
Art Directors: Henrik Ridderheim (Grey London)
After Effects: Russ Tam (Greyworks)
Digital Producer: Sarah Brennan (Grey Possible)
Digital Producer: Andreas Zaremba (Grey Possible)
Creative Director/Copywriter: Andy Lockley (Grey London)
Account Management: Blair Meyler (Grey London)
Music Supervisor: Dom Bastrya (Platinum Rye)
Agency Producer: Rebecca Pople (Grey London)

Effectiveness
The campaign is in the process of launching (launch date end of April), so there is no available data at this stage. The only element that has launched is the bespoke music track, which launched on SoundCloud early April. Overnight the track gained 11,000 listens and has continued to rapidly grow – with early pick up on BBC Radio 1, indicating a future success.

Execution
The content release strategy has multiple entry points – with content tailored specifically to appeal to these markets, all ultimately pushing to the heart of the campaign – the PumaDanceDictionary.com platform. As a first step we launched a teaser Trailer via the Puma social channels, which captured the core of the campaign. Via brand ambassador Usain Bolt we showed personalised material of Bolt using the platform. Crucially the music track and music video release were managed directly by the record label vs the brand, to garner maximum credibility in market. Other pieces of tailored content were directed to additional audiences to maximise the noise: Dancer Biographies and Tutorials to the dance community, platform explanation to the tech community.All supported by a TV, in-store and banner campaign communicating the core ‘Don’t Say It. Move It’ idea.

Strategy
To launch their latest fragrance, Puma wanted to create a new way for a 16-24 year old audience to interact with the brand. THE BRIEF: LAUNCH THE NEW PUMA FRAGRANCE TO 16-24 YEAR OLDS.Instead of marketing to these kids, instead of trying to talk to them, Puma invented a new language, and let them talk to each other. Before there were words, texts, tweets. We had body language. At the heart of the Puma Dance Dictionary is a unique messaging platform, that translates words into dance. A social tool that lets people encrypt messages to one another in dance moves.An integrated experience that came to life in digital, social, broadcast, in store and experiential. A bespoke music track and music video, tailored content for leading blogs and 1000's of user generated videos shared on social networks. Not just an integrated marketing campaign. A whole new language.