afaqs!

PUMA leaves a footprint with outdoor TVC

By Savia Jane Pinto , afaqs!, Mumbai | In OOH News | September 04, 2008
The German sports footwear brand created a clutter breaking outdoor fašade hoarding to appeal to its target group

Keeping & #BANNER1 & # you entertained while on the move is PUMA. The German footwear brand has been carrying out night projection, as they call it, at strategic locations, in a bid to talk to its target group at a place where you're most likely to find them - outdoors.

Through night projection, PUMA has set up virtual billboards where the latest PUMA TVC is run. "So, while the youth is walking to its next hot spot, they can watch the PUMA ad," says a PUMA spokesperson. The ad was created by PUMA's in-house creative agency, Late Night & Weekends for the brand's Sports Lifestyle Runway collection.

As part of the outdoor campaign, billboards were set up at important locations in Delhi, Mumbai and Bangalore in India. In Delhi, the campaign was carried out in places such as South Extension, Connaught Place and India Gate. In Mumbai, the locations selected were Linking Road and Hill Road in Bandra, Regal theatre in Colaba, Atria Mall in Worli, Gateway of India and the Air India building at Nariman Point.

A shot from the TVCThe projection activity was held for four days in each city and started after 9 pm.

At the selected building, laser technology was used to project the ad on the building. The projector vehicle was also furnished with a mobile sound system.

The activity will now commence in Bangalore. The hotspots on target are M G Road, Brigade Road, Garuda Mall, 100 Feet Road, Cunningham Road and other areas that are frequented by the youth.

The TVC starts with a band playing a song. A girl, wearing brightly coloured clothes and shoes, runs on to the stage and takes a few somersaults to freeze mid-air. More dancers get on stage; each of them freezes in a particular form, some in mid-air and some not. When the song ends, you learn that the dancers who were mid-air were actually being held there by stuntmen dressed in black, who could not be seen while the ad was running.

Everyone in the ad is wearing the new range of PUMA shoes. The band in the TVC is Paolo Nutini's and the song, New Shoes was specifically made for the brand.

Since the TVC features a lot of action and movement, PUMA thought that the ad, run on the fašade billboards, would be a definite attention grabber.

The outdoor campaign has also been taken to Eastern Europe, West Asia and Africa, apart from India. The media buying agency for PUMA is ZenithOptimedia International and the outdoor work was outsourced to Posterscope Global.

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