Puma's Mobium Elite hits market with strategic OOH campaign
By VJ Media Bureau - May 06, 2013
The outdoor campaign created high visibility exploring innovative ideas to attract attention and position Puma as a running shoe brand in the market.
Puma Sports India Pvt. Ltd. as a part of their marketing activity for'Mobium Elite' a running shoe brand, leveraged an outdoor media campaign to highlight and communicate the special features of the product that it contracts and expands according to individual's foot size while running.
The campaign has been carried out in the cities like Mumbai, Delhi and Bangalore using the OOH formats such as billboards, unipoles and foot over bridge. Small media format like backlit boxes in Carter Road, Jogger's Park in Mumbai has been deployed as a part of strategic branding. Executed by Platinum Communications, Puma explored innovative ideas to attract attention and build awareness about Mobium Elite as a running shoe brand in the market.
The innovations has been created on the logo of Puma using - acrylic and neon, shoe & leg portion by using backlit box and block out for the leg portion to highlight the shoe and three feature boxes with LED strips, backlit, and neon strip for showcasing the shoe features. The average size for the sites was 800 sq ft. which created high visibility and desirability for the product giving a larger than life impact.
Platinum took in total thirty prominent and impactful sites across Mumbai, covering the city and suburbs which also includes entire Carter Road Joggers park area for branding and innovations were done on five sites in Bandra Turner Road, BKC Entrance, Peddar Road, Lower Parel, Worli. The innovation has also been carried out in CMH Road- KFC Crossing in Bangalore.
Issac John, Marketing Head, Puma India said, "A strategic outdoor campaign with a mix of high-impact billboards in key locations drives home the product benefits in our key running markets of Mumbai, Delhi and Bangalore. The innovations were also larger than life and really increased awareness of the Mobium product launch.â€ The innovation helped in addressing the TG at large by generating interest and curiosity among them.