Puma teamed up with taxi and rideshare vehicles to build a smart New York City media network to promote around the grand opening of sportswear retailer’s new Fifth Avenue flagship store.
This programmatic, in motion US campaign was developed in harness with Havas Media Group and Firefy and used the latter’s retargeting technology to enable Havas Media to serve hyper-relevant Puma content that delivered memorable, high-impact motion graphic content promoting the new store’s address.
Running from the start of August through to 2 September, this Puma campaign turns out-of-home into something beyond fixed ads and insights and into ‘situationally aware digital smart screens’: using geo-targeting, location and time-specific data to determine campaign direction and ad frequency based on driver routes, area demographics, and traffic patterns.
The internet-connected technology that enables the marketing team to serve timely location-based messaging across the taxi/ride share fleet with a focus on delivering relevant messaging to high-traffic areas (eg airports, tourist attractions, sports stadiums and zip codes).
The campaign and media deal was facilitated by Whisk Agency.
The new Puma flagship shop occupies three floors and spans 24000 square feet at 609 Fifth Avenue (across the street from famous luxury department store Saks Fifth Avenue and nor far from its competitors NYC flagship stores including Asics, Adidas and Nike)
“We are incredibly proud to open the first Puma brand store for North America at this iconic location on one of the most prestigious streets in the world”, said Puma CEO Bjørn Gulden.
The new New York shop aims to reflect Puma’s plan to become ‘the fastest sports brand in the world’ and primarily focuses on appealing to Millennials.
Comment:
The brand and the agencies describe this a the first ever dynamic, programmatic campaign optimized for ‘out-of-home in-motion’.
And who are we to argue?
With digital ad spend projected to reach over $129.34 billion in 2019, this latest innovation bridges the gap between digital advertising and traditional OOH to drive unprecedented scale in programmatic buying.
Links:
Puma
https://www.instagram.com/puma/
Havas Media Group
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