Getting involved with brands 06/24

Gaining entry to sophisticated media users through involvement

CHALLENGE 

• Puma Create was a new entry to the crowded fragrance market

• We needed to establish awareness and sales for the brand, despite the price premium vs. other fragrances

THE MEDIACOM DIFFERENCE

• Our Insight: target “Generation Y’ers” look to express themselves – and gain appreciation -- in the media

• We created a place for them to show their creativity, and win fame, via a contest to create the new packaging for “Puma Create”

• The contest took place online, with support via a Puma-initiated show on MTV, blogs and TV copy.

RESULTS

• 250.000 unique users generating 3 mio visits on the internet site

• 21.735 designs submitted, and over 420.000 votes

• Sales grew by 57,8% vs year previous.