The Reality of the Advertising Market and Competition Among Agencies
Final Paper completed in the 8th semester of Advertising and Propaganda.
Client: Puma Brasil.
Conceito: With the partnership between Puma Brazil and UMESP, the Final Paper was carried out from August 2021 to December 2021. Puma Brazil shared with us the briefing, where they needed to execute an advertising campaign for the launch of the PUMA Future Rider targeting Generation Z residing in urban centers of São Paulo and Rio de Janeiro who are active users of digital media. Based on this information, research was conducted to understand the brand's purpose and interviews were carried out to better understand PUMA consumers' behaviors. After gathering as much information as possible, we arrived at the concept "The city reflects our movement, its colors depend on our actions, and its diversity shows our future," based on the initial concept of Watch Your Colors, which will serve as the foundation for the campaign creation.
KEY VISUALS
ONLINE
How many colors does culture have? Many!
PUMA presents the Future Rider line that represents them all. Culture makes the world more colorful, just like your actions.
Visit br.puma.com and get your pair of Future Rider. Share this news with someone who would love to live a more colorful life.
#ChangeTheCity
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Some examples of Posts and Stories for Instagram, Facebook and Twitter
The PUMA Future Rider line has arrived to remind you of the importance of your actions.
PUMA combined color and comfort in a sneaker line that represents each of them. Tag that friend who has the right attitude and needs to check out the new PUMA line.
#ChangeTheCity
Some examples of designs for Online Banners, Email Marketing, and Landing Pages.
BRAND EXPERIENCE
To activate the campaign, posts were created in Feed and Story formats on social media to encourage the audience to register on the Puma website and receive a gift. After registration, the person will receive an email informing them they have won a limited edition PUMA Future Rider Sun Visor, which must be picked up at Puma stores and partner locations
POINT OF SALE
Besides the PUMA Future Rider Sun Visor giveaway, the Points of Sale will feature stickers on the store front windows and mobiles scattered throughout the store.
OUT OF HOME (OOH)
In addition to focusing on digital channels, it's also essential to include the campaign in outdoor media (OOH) formats where the audience frequents, such as train station panels, metro billboards, and bus shelters in São Paulo and Rio de Janeiro.
SPOT 30"
The target audience of the campaign no longer listens to the radio, but many use free music streaming services. In the free version, the audience hears an ad during music breaks, so the Spotify and Deezer apps were chosen for the audience to listen to a 30-second spot about the launch of the PUMA Future Rider.
Additionally, there will be a 30-second TV commercial.
TV COMMERCIAL 30"
The 30” Commercial featured Open TV and Closed TV in specific programs and times to reach Target.