Puma’s ‘Foot Tapping’ Interactive Social Campaign For Mirage Tech Sneakers Let’s Feet Make The Music

In Southeast Asia Puma launched an innovative regional campaign called ‘Foot Tapping’ in March which promoted its latest Mirage Tech sneakers and spanned in-store, online and social campaign for Singapore, Indonesia and Malaysia.

Working with agency UltraSuperNew Singapore, the restyled trainer launch campaign was inspired by the world of Electronic Dance Music (EDM) and ran in Singapore, Indonesia and Malaysia.

The campaign ran from March to 14 April 2021 ahead of the Mirage Tech launch on PUMA.com and in Puma stores, JD Sports and Royal Sporting House.

The work seeks to showcase some of Southeast Asia’s top EDM musicians whlst alos playing homage to Mirage Tech’s cultural leanings and thus ‘Foot Tapping’ was essentially an experiment in creating music through movement.

The marketing initiative, which is fronted by Singapore-based actor and musician Tosh Rock and music producers Inquisitive, with Yusef Kifah and DJ Kild, is led by a hero 60- second film deployed across the brand’s social channels and which is also played in-store.

The film features the musicians in an immersive live music video which features a base sound composition by Inquisitive, Kild and Yusef Kifah, plus which sees Tosh Rock’s foot movements generate audio stems which are layered up to create a new track.

The foot movements are captured and tracked with a Kinect cam to create neon visual elements.

The project saw UltraSuperNew work with experiential design and production outfit Mischief Makers to bring the idea to life.

In-store and on social, an interactive Instagram filter enables users to create their own unique track by simply moving their head in order to remix Inquisitive’s song with three virtual beat pads.

The remixes let users unlock discounts on Puma apparel and a chance to win the Mirage Tech sneakers.

Eleanor Wang, Head of Marketing for PUMA SEA said: “In the absence of live music in clubs, and festivals we can only reminisce about for now, we wanted to experiment with an innovative way of bringing the spirit of EDM to the Mirage Tech. Working with Tosh and DJs across South East Asia let us do just that.”

Daphne Tann, associate creative director at UltraSuperNew added: “Our ambition was to break down EDM and individually connect the dots between the elements – electronics, dance and music. We didn’t have to look far for a solution, inspired by the ‘Tech’ in Mirage Tech. The end result is a campaign that gives a different meaning to foot-tapping.”

The campaign was created for Puma’s regional SEA Head Of Marketing Eleanor Wang and Senior Marketing Executive Hanan Sanusi by a team at Ultrasupernew Singapore which included Creative Director Shivram Gopinath, Associate Creative Director Daphne Tann, New Media Art Director Muhammad Ibnunordin, Art Director Kevin Yeo Khalid, Copywriter Ming Swee Koh, Account Manager Haziq Hussain and General Manager Sarah Emmanuel-Cheong.

Visuals and technology were handled by Mischief Makers.