Cannes Lions

PUMA FRAGRANCE

GREY LONDON, London / PROCTER & GAMBLE / 2013

Awards:

2 Shortlisted Cannes Lions
Case Film
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Case Film
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Case Film
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Case Film
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Case Film
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Case Film
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Overview

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Credits

Overview

Description

Before there were words, texts, tweets. We had body language. At the heart of the Puma Dance Dictionary is a unique messaging platform, that translates words into dance. A social tool that lets people encrypt messages to one another in dance moves.

Not just an integrated marketing campaign. A whole new language, that lives through social media.

As a first step we launched a teaser Trailer via the Puma social channels, which captured the core of the campaign. Via brand ambassador Usain Bolt we showed personalised material of Bolt using the platform. Crucially the music track and music video release were managed directly by the record label vs the brand, to garner maximum credibility in market.

Other pieces of tailored content were directed to additional audiences to maximise the noise: Dancer Biographies and Tutorials to the dance community, platform explanation to the tech community.

Execution

The campaign is in the process of launching (launch date end of April), so there is no available data at this stage. The only element that has launched is the bespoke music track, which launched on SoundCloud early April. Overnight the track gained 11,000 listens and has continued to rapidly grow – with early pick up on BBC Radio 1, indicating a future success.

The teaser Trailer is due to launch 28th April, to engage people with the basic premise of the campaign, and encourage them to interact with the platform.

From there, bespoke, tailored content will be released to specific targets – focused on the Dance community, the Tech community and the music community to generate a wave of noise and awareness before the product launches in-store.

Outcome

The campaign is in the process of launch (launch date end of April), so there is no available data at this stage. The only element that has launched is the bespoke music track, which launched on SoundCloud early April. Overnight the track gained 11,000 listens and has continued to rapidly grow – with early pick up on BBC Radio 1 indicating a future success.

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