Cannes Lions

LIFT FOOTWEAR

DDB ARGENTINA, Buenos Aires / PUMA / 2010

Awards:

1 Shortlisted Cannes Lions
Presentation Image

Overview

Entries

Credits

Overview

Execution

Puma Lift, the lightest footwear. But, lighter than what? Than Tom Selleck’s moustache? Lighter than a Victoria Secret’s model? We asked people. What weighs more?We created a game, 100% viral, with presence on the website, www.quepesamas.com, and on the highest rated afternoon radio show. Every day, the five most voted combinations were weighed on the radio and then, uploaded these videos on the website to create more participation. We also wanted to know what "light" meant to our audience, so we created four viral videos that inspired the audience to create their own video and win a MacBook Air.

Outcome

When the audience decided to participate in the game, they interacted with the product in an entertaining and fun way. This way, participants really understood the benefits of the product.• Argentina became the country with highest Puma Lift sales• 65,320 visits on the website• Average stay: 1 minute 30 seconds• 47% of log-ins were referred from other sites

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