PUMA and LaFourmi win TOP/COM GRAND PRIX, Marketing Section
PUMA, a benchmark brand in the sporting world, is continuing to consolidate its reputation particularly in the world of Soccer, winning the TOP/COM GRAND PRIX, Marketing Section, at the TOP/COM GRANDS PRIX 19 ceremony along with LaFourmi for a campaign developed for the 2018 FIFA World Cup Russia™.
The theme of TOP/COM Grand Prix Consumer, which was held for the 20th consecutive year, was “Brands: adopt a new kind of communication!”. The PUMA brand and LaFourmi won the award for their campaign developed for the 2018 FIFA World Cup Russia™: reflecting its #NewLevels mantra, the strategy promoted PUMA athletes in the French national team through a live social campaign that developed according to the progress of the three PUMA stars competing: Antoine Griezmann, Olivier Giroud and Adil Rami.
The fruit of an ambitious storytelling strategy, the campaign was based on full-illustration videos published live and near-live to cover the competition in as much detail as possible and to praise the players’ performances. Becoming a true social media saga, this strategy rode the current cultural trends for millennials (e-gaming, TV series…) and was enhanced by a powerful soundscape.
Over this period, a total of 1 teaser video, 44 reactions, 5 trailers and 132 posts were produced and published.
This resulted in record-breaking performances worthy of the brand’s “New Levels” mantra, with over 12M views, 40M people reached and most importantly a twofold increase in the brand’s sales of soccer products in France.
Meanwhile the Parisian concept store was completely decked out in the colors of the campaign the day after the 2018 FIFA World Cup Russia™ final. Two stars are now permanently associated with the PUMA Football assets.