OOH Advertising Experts and Puma’s OOH Case Study

Objective

To “leak out” the #reform shoe using the design of the outsole, as well as the launch date (ahead of launch), in a unique way with a non-traditional approach to create buzz. Focus on key cities for the brand: Atlanta, Boston and Philadelphia, targeting high traffic Foot Locker locations where Puma shoes were sold.

Activation

In order to ”tease” the new Puma #reform shoe on 2/1 in Atlanta, Boston, and Philadelphia with a “guerilla” style approach, we utilized a combination of sidewalk chalk stencils and laser projections. We installed 63 Sidewalk Stencils in Atlanta, 11 in Boston (lower quantity due to complaints from Police), and 50 in Philadelphia. In addition, we projected the #reform shoe for 6 hours on 3 locations in Atlanta, 4 locations in Boston, and 2 locations in Philadelphia.

Results

The executions generated buzz for the #reform launch, audience response was positive and consumers seemed curious to find out more about the #reform brand. The field teams saw lots of people either pull over to watch the projections or stop walking to watch, and were asked a lot of questions hearing many positive responses to the messages they were seeing. The client was thrilled with the campaign and ran laser projections in even more markets for the shoe’s release. Additionally, 100% of the net proceeds from the sale of Clyde Court Reform will benefit The Reform Alliance, an organization working to radically reform criminal justice in America.