Puma Leverages NBA All-Star With Targeted Hologram Ads To Launch New Sky Dreamer

These high-tech and highly targeted ads sought to showcase Puma’s new trainer to key audiences interested in sports by blending digital visuals with OOH activations.

The NBA All-Star Weekend has grown from a series of entertainment events showcasing the league and the skills of its players, into a blend of sport and cultural which spans music, entertainment, urban culture and fashion and this inventive marketing initiative sought to leverage the event’s buzz-building nature through floating holographic imagery at some of host city Chicago’s most famous (and busy) landmarks to stretch its reach from physical passers-by through traditional and online social spread.

This isn’t the first time that Puma and Havas have experimented with high-tech out-of-home activations in the last couple of years.

Indeed, in August 2019 Puma ran an earlier geotargeted OOH campaign with ads delivered programmatically via screens on top of taxis and ride-share vehicles to promote the opening of its New York City flagship store (see case study).

Havas won Puma’s$120m media business from Publicis Media’s Blue 449​ in 2018.

The ability to run OOH targeted ads which combine data targeting with real-world behavior and brand/product proximity is a key reason why OOH ads saw record growth in 2019 in the USA (as per a recent study from the Out of Home Advertising Association of America).

Particularly when it comes to getting shoppers into physical stores.