The Victory Of Puma’s Message Giving Campaign
Not a very well know brand is Puma in the football field you may say. But there effort for recognition in through the world cup has really been outstanding. Their idea of love=football campaign got the attention of many viewers worldwide.
They launched 2 videos which were focused on the fans and their love for the game. This proved to be a real good step in Puma gaining some attention and eventually proved to be a good success. These videos were not too costly but made a huge profit for Puma.
For a small brand like Puma, it is very difficult to gain attention at a period such as the world cup. The marketing manger Brett Bellinger suggested a viral campaign that could really create a little positive disturbance.
The content in the main video was quite simple. It was simply a tour in a tourist helicopter in South Africa which flew over one of the football stadiums. When posted on YouTube however, the video received great responses and was acknowledged by many.
There were vehicles positioned outside. They created a lovely icon of football to celebrate the joy and happiness. This shows that how much the football lovers are dying after this game.
A part of the Puma brand also posted an anonymous video which gained a lot of attention. It was later proved by journalists that is was actually the work of Puma brand.
You may not know, but Adidas had to pay a huge deposit of 250m to be official football provider of the world cup. Puma’s agency avoided all that trouble by filming unofficially keeping in mind FIFA’s terms and conditions.
Gloo undertook the negotiations with FIFA. This was not easy as many big brands already had a lot of big players holding their merchandise.