Summary of the Campaign
To launch the new Puma Bodywear collection, a range of sporty garments available in stores globally, with no money. Create a huge buzz with a very small budget, and create something with a fun news spin on a depressing, repetitive story. Launch date was Fall 09, in the depths of the worst economic crisis. We observed that underwear ads followed consistent rules: half dressed pouty girls, serious photography and were limited in engagement. Based on the brand positioning “Where is the Joy”, our strategy was to bring joy in an unexpected moment that would find its way into a cultural conversation.
We created “The PUMA Index,” a real stock market ticker with a twist: when the market went down, the models clothes came off, right down to their PUMA underwear. The campaign has made over 130,000,000 impressions, the iPhone app was one of the top 20 apps and was downloaded over 40,000 times, and the website became one of the most talked about sites in national media and on social networks. One impatient fan even broke into the site to steal the files of one of the models in his PUMA skivvies.
The problem was the financial meltdown. the story came from the unique fun way in which Puma approached it – creating a useful utility while bringing a smile to everyone’s faces. With no media spend and to launch the new Puma Bodywear range to a global audience. The opportunity for Puma was to deliver on its brand promise of “Where is the Joy” by leaning into the cultural conversations already happening around the world.
And we had to do it with no media budget.
Initial planning was based on discovering what our target was interested in and cared about. We then had to create something that would go viral in their world. Next, our plan was to seed the campaign in a few key places and coordinate a PR push along with specific ads on PUMA.com to create initial buzz about the idea. After that, our plan was to build on the momentum and encourage the mass media to pick up the story for added buzz. Finally, we hoped to achieve enough success to continue to evolve the idea.
Early planning successfully identified our target and informed the creation and production of our content. Initial seeding and PR push succeeded in lighting a spark on the app/site that soon went viral on its own. Soon, mass media was reporting the site and helping spread the word. The plan pretty much stayed true to form throughout.
Our goals were three fold:
Drive awareness of the Puma’s new Bodywear range to a youth audience in key markets,
Reinforce new Puma brand positioning “Where is the Joy”
Ultimately drive sales of the product
The downturn in the economy had put the state of finance into the mainstream water cooler conversation. Research showed that finance apps were consistently in the Top 50 most sold on iTunes…But while finance had reached new cultural relevance with new audience, the media and apps consumed still treated the story like one big spreadsheet. It was through this cultural and competitive analysis that we came to the key insight that the financial world was in the need of some Puma Joy.
• 130,000,000 media impressions
• 40,000 app downloads, One of the top 20 Apps of the year
•Tens of thousands of blog/twitter/facebook of blog postings (*still tracking exact figures)
•An unprecedented amount of return visitors to the site (*still tracking exact figures)
“We’ve seen a lot of branded applications and a lot of them play it too straight down the middle,” said Antonio Bertone, Puma’s chief marketing officer. “We thought that if we could do this right and have models take off clothes when the market was going down, this could really work.”
Advertising Agency: Droga5, New York
Creative Chairman: David Droga
Executive Creative Director: Duncan Marshall, Ted Royer
Creative Director/Copywriter: Kevin Brady
Art Director: Jesse Juriga
Shortlist Cannes Lion
Silver Pencil at the One Show Interactive.
On Kanye West’s new song, “So Appalled,” Jay-Z raps, “I’m so appalled, I might buy the mall, just to show [...] how much more I have in store.”
As Jay’s protégé’s album dropped this week (and leaked much earlier on the web), Jay himself was revealing what he’d long had in store for the publishing world: a game-changing marketing plan for his autobiography, Decoded, itself a groundbreaking book.
Beyond a mere collection of stories–which many readers would find plenty tantalizing–Decoded is also a rap Rosetta Stone. Listeners can literally decode Jay’s lyrics on 11 studio albums to unlock new details about the 40-year-old’s personal history. The marketing for the book took the idea further, mashing up old-school billboard advertising, new-school social media, mobile apps, and more for an interactive game that let players unlock pages of the book and enter to win concert tickets and memorabilia. Jay’s corporate partners, meanwhile, scored a fortune in buzz.
Jay initially hooked up with the creative agency Droga5, who conceived, created, implemented, produced, and delivered the campaign with the help of Microsoft search engine Bing. Droga5 slapped all 320 pages of Decoded in various blown-up sizes on some unexpected surfaces: a rooftop in New Orleans, a pool bottom in Miami (above), cheeseburger wrappers in New York City, a pool table in Jay’s 40/40 Club, and many more.
Reading became a scavenger hunt.
Fans could log on to bing.com/jay-z between Oct. 18 and Nov. 20–last Saturday–and follow clues to Bing Maps locations and real life places where text from the book was blown up bigger than life or layered onto a guitar, onto records in jukeboxes, or onto a 1980s Cadillac parked in front of a Run-DMC mural in Queens. The most dedicated followers could read the whole book for free weeks before it came out. Plus, anyone who unlocked a page online or in person (by texting a code located on the physical page) was entered to win that page signed by Jay-Z or tickets to a Jay-Z/Coldplay New Year’s Eve concert in Las Vegas.
Then, at the very last minute, Bing and Droga5 decided that one lucky person who’d decoded all 200 clues using Bing Maps would get The Jay-Z Lifetime Pass, a golden ticket of sorts, good for admission for two to any Jay-Z concert anywhere on the planet for life.
“We heard a story through our Facebook page of a woman, a lawyer, who more or less hired a team of six or seven people who all scouted through the clues,” Bing General Manager Eric Hadley tells Fast Company.
The average time it took to decode the online clues was a little more than five minutes, he says. But it was the repeat visits that Hadley says were such a boon to Bing.
To get the whole book, “you had to go into Bing Maps and interact with Bing up to three times a day,” Hadley says, adding that the behavior helped visitors “break the habit” of using other search engines.
Jay-Z was a natural match for the so-called “decision engine,” Hadley says: “We’ve had a pretty long history with Jay-Z. He was the focus of a conference we did at Microsoft. We introduced him to Bill Gates a while ago.”
And beyond the artist’s penchant for dropping locations, Jay aligned with Bing’s users. People ages 18 to 24 consume 61% more search pages online than the average Web user. African-American Web surfers view 29% more search pages. Affluent African-Americans are more likely to use Bing as their primary search than Google, Hadley says. And users who listen to hip-hop at least once a week consume 19% more search pages online in any given month than the general population.
Jay, himself, remained intimately involved in the clues, too, Droga5 CEO Andrew Essex tellsFast Company. “He was actively involved in writing and vetting the clues. Alarmingly so.” He’d suggest more or less specificity at times or recommend references to different places or events.
At least one clue came solely from Jay, Essex says: “Ironically, Jay has never been spotted eating pork in this establishment.” (Answer below the picture of the pages on plates in that place.)
As part of a scavenger hunt used to market his autobiography, the hip hop mogul hooked up with the creative agency Droga5 and Bing and hid all 320 pages ofDecoded in plain sight in 13 cities: on a rooftop in New Orleans, a pool bottom in Miami, cheeseburger wrappers in New York City, and more. Fans who found them all got a chance at two tickets to any Jay-Z concert anywhere, for life. Here’s a look at 32 of the pages.
Read the whole back story HERE
Advertising Agency: Droga5, New York
Chief Executive Officer: Andrew Essex
Creative Chairman: David Droga
Creative Directors: Neil Heymann, Duncan Marshall, Ted Royer, Nik Studzinski, Kevin Brady
Copywriters: Adam Noel, Spencer Lavellee
Art Director: Jon Kubik
Designer: Jon Donaghy
Digital Designers: Piper Derley, Elias Holtz
Senior Digital Producer: Andrew Allen
Director of Photography: Paul Mcgeiver
Digital Producer: Toph Brown
OOH Producers: Cliff Lewis, Mea Cole-Tefka
Head of Print Services: Rob Lugo
Studio Artist: Chris Thomas
Director of Digital Strategy: Hashem Bajwa
Director of Polygons: Colin Lord
Videographers / Editors: Sam Kilbreth, Nick Divers