2010 Winners & Shortlists

Results and Effectiveness

“Thank you for the effort and creativity developed in the execution of the LIFT Racer campaign... Although a simple idea yet the result was a definite success... A combination of smart play on words using the name of the product (LIFT) in addition to the campaign headline invoked consumers to experience the product and its features... Overall, the campaign was very well received with more than 60% of the product stock sold within 3 weeks of the launch throughout PUMA retail stores” Abdelhamid Oraibi Marketing Manager PUMA Middle East FZ-LLC

Creative Execution

We created a new concept whereby a Puma branded display box was created. This box was used not just to display the product, but to create a curiosity amongst our audience. We placed only one shoe inside the box with a hole that allows access only to one hand. These boxes were strategically placed at locations within malls that were frequented most by our audience and were closer to shoe stores that sold Puma L.I.F.T.

Insights, Strategy and the Idea

Brands today face an ongoing struggle to create authentic brand connections with youth. Challenge was to launch the premium collection of Puma – L.I.F.T. racer shoes, weighing only 173 grams during Apr-May 2009, at a time when consumers made economical and rational choices. The region was reeling under the economic downturn and youth were forced to make practical choices when it came to buying brands and their social life. They curbed down on their expensive social outings (clubbing, shopping, partying). Instead, they would hang out in shopping malls - frequenting cafes, watching movies or just plain strolling or window shopping. Our idea was to lure our audience to experience the new Puma L.I.F.T. within these avenues and trigger their concealed desire to own the premium brand. Playing on the product name L.I.F.T. , we came up with the idea of “LIFTing” the shoe to experience its lightness.