Creative brief PUMA IGNITE Launch

BACKGROUND – THE COMPANY

PUMA is one of the world’s leading Sports Brands, designing, developing, selling and marketing footwear, apparel, and accessories. For over 65 years, PUMA has established a history of making fast product designs for the fastest athletes on the planet.

PUMA offers performance and sport-inspired lifestyle products in categories such as Football, Running, Training and Fitness, Golf, and Motorsports. It engages in exciting collaborations with renowned design brands such as Alexander McQueen and Mihara Yasuhiro to bring innovative and fast designs to the sports world.

The company distributes its products in more than 120 countries, employs more than 10,000 people worldwide, and is headquartered in Herzogenaurach/Germany.
For more information, please visit http://www.puma.com

BACKGROUND – THE PRODUCT

In February 2015 PUMA introduced IGNITE, a performance running shoe featuring innovative foam technology that maximizes energy return to keep you running longer.

Worn by The World’s Fastest Man Usain Bolt, IGNITE is PUMA’s most responsive running shoe, optimizing comfort and durability. Designed for a wide range of runners, if you put the energy in then PUMA IGNITE gives it back.

Powering every stride is IGNITE foam, proprietary foam that provides responsive cushioning, optimal rebound and comfort. Strategically placed in the heel of the shoe is ForEverFoam—a compound used heavily in the automotive industry. This material creates long-lasting durability and is entirely new to the market.

PUMA IGNITE is available in Men’s and Women’s styles from March 2015. In subsequent seasons, additional styles will be introduced and the IGNITE line will be expanded further within the Running and Training categories.

Creative Brief

OBJECTIVES

Ensure a successful launch of the new IGNITE shoe within the GCC, that leads to a sell-out of the 1,500 pairs they have available in stores (there are three key stores in the UAE).

Raise consumer awareness of the IGNITE shoe and its Cellasto technology, which returns the energy to the runner.

TARGET

1. • Progressive athletes.
2. • The rebels, who are everyday people always pushing beyond boundaries of everyday sports.

CHALLENGES

• Differentiation to Adidas Boost, which has a similar technology.
• Availability of limited product in multiple markets.

PRODUCT’S KEY BENEFITS

1. The IGNITE FOAM offers a high rebound cushioning.
2. It feels good from the first moment, providing instant comfort where you need it most.

KEY COMMUNICATION MESSAGES

• Don´t just run, ignite.
• The shoe returns the energy when you put it.
• When you run, sparks will fly.

BUDGET

$100,000 inclusive of all planning and execution (does not include media budget).

DELIVERABLES

1. Insight.
2. Big Idea.
3. Microsite:

It will be the hub/main element of the campaign.

To be designed:

• Moodboard
• Wireframes
• Mock-ups
• Native mobile App:
• Wireframes
• Mock-ups (Please provide PSD)
• ASSETS

• TVC:

DELIVERABLES

Social Media video for Facebook, Twitter and Instagram:

Please provide mock-up video or After Effects animation to explain the idea.

Content Plan:

Create a content plan example for one week:

At least 5 posts showcasing static content, animations, infographics, cinemagraphs, etc.

Any other elements or actions you consider necessary to flesh out your idea.