2016 Winners & Shortlists

THE PACT ME

BrandPUMA
Product/ServiceSHOES, TRAINING GEAR AND APP
EntrantVIZEUM Dubai, UNITED ARAB EMIRATES
CategoryUse or Integration of Digital or Social Media
Contributing Company SOCIALIZE Dubai, UNITED ARAB EMIRATES
Contributing Company 2 JEANS GENERAL TRADING COMPANY Dubai, UNITED ARAB EMIRATES
Media Agency VIZEUM Dubai, UNITED ARAB EMIRATES
Entrant Company VIZEUM Dubai, UNITED ARAB EMIRATES

The Campaign

Challenge & Objectives PUMA set out to bring their global initiative PUMApact to the region in a regionally relevant, engaging way. With high noise level from the main competitors we had to make Puma heard as a training brand that offers a faster, stronger and fiercer journey. Brand awareness and affinity were key. Insight Social sporting activities and training are becoming ever popular, and we knew by making a public declaration on social media, people who feel the pressure to get involved. We knew that our target audience are very visually driven and swayed by social influencers and bloggers. At the same time, we knew they wouldn’t relate to PUMAs global video. We recognized a call to action from people they admire and respect would help more people to take the #PumaPactME! Strategy and Idea Having recognized the brand’s challenge, the marketing opportunity and the character of our audience, we set out to launch a three phase campaign that would connect with them. The campaign would be driven by 5 regional influencers from various categories (Travel, fashion, lifestyle, sports) who had taken PUMApactME who had started their own journeys towards becoming Forever Faster, fiercer, stronger #NoMatterWhat #ThePactME #PUMATRAC. Execution 1. Announce: Raise mass awareness on video and social platforms through the use of global content to introduce the Pumapact using a retargeting tactic strategy in order to extend our reach. 2. Educate: Communicate Puma’s offerings through engaging mediums that the consumer have an affinity with (multi-products ads & Native ads) focusing on Puma’s 3 products – training gear, shoes and the Pumatrac training app. 3. Act: Our 5 regional influencers took the PUMApact which was promoted using 10 bespoke, unique and regionally relevant videos. Each influencer then uploaded their video and image content to their personal social channels.

1. The campaign has generated a brand awareness uplift of 16.4% in UAE and 14.5% in KSA (Survey of 17,692 people) 2. We achieved a total of 5.4M video views 3. A total of 760 downloaded the PumaTRAC app during the 9 week campaign period. 4. The campaign generated 430,000 organic engagements across YouTube and Instagram 5. Puma gained 20,000 new fans on Instagram.

Credits

Name Company Role
Bassam Daher Vizeum Associate Director
Farah Marheb Vizeum Digital Media Executive
Anouk Bondroit Vizeum General Manager
Ayoub El Mamoun Socialize Social Planner
Peyman Parham Jeans General Trading Company LLC Managing Director
Abdelhamid Oraibi Puma Head of Marketing
Samyukta Ranganathan Puma Brand Manager