Male Media Opps: Puma promotes new shoe with digital OOH campaign
Puma recently debuted a new signature sneaker, along with an AR-infused OOH campaign. Developed by Talon America and Havas Media, the digital OOH campaign promotes NBA star and Rookie of the Year LaMelo Ball's first Puma signature basketball sneaker. The campaign's AR experiences are on JCDecaux digital bus shelters in NYC and laser projections in Charlottte, NC, executed by National Experiential. Grand Visual, Talon's digital OOH creative and production agency, and Puma creative agency Nowadays also worked on this initiative. Consumers can take photos and make personalized content for their social channels; the ads also highlight Puma's NYC flagship store and Foot Locker locations, where consumers can find the new shoe line.
So far this year, iSpot reports the company has spent approximately $192.9k on national TV commercials. This is a significant drop from the approximately $340.3k that Puma spent in 2020, which had been up slightly (2%) from the approximately $334.5k it spent in 2019. Its 2021 commercial have targeted male sports enthusiasts watching shows such as The Basketball Tournament, WNBA Basketball, ESPN Original Documentaries, USL Championship Soccer and 30 for 30.
Per Pathmatics, Puma has allocated roughly $15.1m toward digital ads YTD, up 22% from the roughly $12.4m it allocated in all of 2020. In 2020, the company's estimated full-year spend ($12.4m) reached well more than double that of $5m in 2019. Since the beginning of 2021, Pumas has earned around 1.6b digital impressions via Instagram (554%), Facebook (22%), desktop video (15%), desktop display (8%) and mobile display (1%) ads.
Additionally, Magellan shows the company has aired five podcast ads within the past 12 months, more than double the two it aired within the 12 months prior.
Puma tends to target men of all ages, especially athletic men. According to Kantar data, the company also invests in print (magazines), OOH (obviously) and local broadcast. Sellers should contact if able to offer relevant ad space. Puma will also likely pursue sponsorships similar to this one with Ball.
Agency & martech readers - I see no major signs of upcoming agency reviews, but you may be able to secure project-based work at some point. Along with Talon, Havas, Grand Visual and Nowadays, Winmo states Puma works with creative AOR Wunderman Health, PR AOR Berk Communications, digital AOR Digitas and creative and digital AOR VMLY&R. Fuse also provides creative assistance.