#PUMANSOFSG, a discount offer incentivised social campaign which sets out to drive increased footfall to Puma’s 10 flagship shops in Singapore, sees the brand team up with a group of local influencers to launch a series of social videos using Instagram’s new AR face filters.
Created by agency UltraSuperNew Singapore with the objective of linking social to the real world and ‘inspiring human interaction’, the influencer ambassadors are drawn from across the sport and entertainment landscape and include actors, comedians, a KPOP dancer as well as an international soccer star.
Videos from each member of the endorser team encourage their followers to become #PUMANSOFSG via their very own customised AR face filter and to create user-generated-content.
A tongue-in-cheek reference from the ‘Humans of New York’ movement, this Puma campaign asks Singaporean consumers to ‘take an extra step and go from ‘HUMAN’ to ‘PUMAN’ and incentivises this by offering discounts on Puma’s latest in-store drops (releases).
The campaign mechanic uses AR filters through which every Instagram user can transform into a ‘PUMAN’ and thus ‘become an instant social billboard for the brand.
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Tay Ying:
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To make their own Puma transformation users need to:
1. Visit one of 6 influencers Instagrams (e.g. @tayying_) and try their PUMAN Filter (under the face filter tab)
2. Take an IG Story video with the filter, hashtag #PUMANSOFSG and share.
3. Visit any 1 of 10 PUMA stores and show their transformative Instagram Story to PUMA staff to get 30% off the latest drops.
“Transformation is at the heart of the #PUMANSOFSG campaign,” stated PUMA Marketing Manager for Southeast Asia Eleanor Wang.
“And as PUMA constantly transforms and evolves with Gen Z’s to reach new heights of relevance, it’s important we work with a diverse range of ambassadors and innovative partners such as UltraSuperNew that bring the future of social engagement to the table,”
William Beale, Creative Lead at UltraSuperNew, added, “Combining our love for artsy illustration and social tech, we’re excited to be a part of the next big thing on Instagram for young, innovative brands. Working with the right mix of influencers, compelling videos, an experimental client like PUMA, and a kitsch pun allowed for us to strike at the right time. Like any PUMAN would.”
The campaign was created for Puma Marketing Manager SEA Eleanor Wang and Senior Marketing Executive Choon Kiat Khoo by a team from agency UltraSuperNew which included Creative Director Shivram Gopinath, Associate Creative Director Daphne Tann, Senior Copywriter William Beale, Copywriter Ming Swee Koh, Lead Illustrator Charmaine Tan, Illustrator Melissa Tan, Media Artist Muham Ibununordin, Managing Director Jean Francois Thery, Account Director Sarah Emmanuel-Cheong and Account Executive Jerald Chan.
Comment:
Pitched in the campaign’s PR as a 21st Century marketing approach designed to inspire human interaction, #PUMANSOFSG is certainly one of the very first sports marketing campaigns to use Instagram’s newly-launched AR face filters which only officially became available to the platform’s users since 14 August.
We look forward to seeing some results of this campaign and how other brands in the sports space use the new social tech service add on in the marketing mix.
The campaign takes a comic reference to the ‘Humans of New York’ movement: a photoblog and book of street portraits and interviews collected on the streets of New York City launched in 2010 by photographer Brandon Stanton which developed a large following through social media.
This is one of several notable recent Puma initiatives experimenting with fresh technologies to drive regional/local store footfall: others include the brand’s geolocated programmatic taxi/ride share campaign for its New York flagship shop (see case study) and its London ‘endorphin store’ pop which prescribed shoppers exercises while also promoting its new LQD CELL trainer (see case study).
Links:
Puma Singapore
https://www.instagram.com/puma/
https://www.youtube.com/user/puma
UltraSuperNew
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