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Behind the Work

Meaningful Media in Action

Meaningful Media in Action

Patricia Murphy

Patricia Murphy

February 19, 2020

Havas Media’s Cammy Keiler talks about a futuristic, holographic campaign for PUMA that made a statement during NBA All-Star Weekend.

"We needed an approach that would break through the All-Star Weekend clutter and reinforce innovation with our game changer target, specifically hoops enthusiasts"

The NBA All-Star Weekend is an annual marking on the calendars of many basketball enthusiasts and Havas Media made sure PUMA captured their attention as they poured into Chicago’s United Center for the championship last weekend. Celebrating the debut of the brand’s snazzy new Sky Dreamer sneaker, SVP and Group Client Lead Cammy Keiler and her team at Havas Media saw the All-Star weekend as an opportunity for PUMA to launch the latest addition, which pays homage to the brand’s basketball heritage. But the challenge was, how would PUMA have a powerful impact in the face of the brand’s competitors who outspend, while still creating an experience memorable to NBA fans?

Teaming up with Firefly, the street-level digital media network, Havas Media and PUMA launched a futuristic holographic campaign to target excited ticket-holders as they approached the venue for each fixture. Using a bespoke holoprojector specifically developed by Firefly for PUMA, the Sky Dreamer hologram projection was attached to an Alfa Romero car surrounding the arena. The hologram was also cast in other iconic areas of Chicago, including Navy Pier and Wintrust Stadium throughout All-Star Weekend on February 14 to 16.

Speaking of the project, Keiler said: “As one of basketball’s biggest moments annually for almost 60 years, All-Star Weekend presented the right stage to introduce the Sky Dreamer, which is a modernized silhouette of one that was released in the 80s. We knew we needed something different to breakthrough at All-Star Weekend and amplify our presence in the face of our competitors who outspend us, which is why Firefly was a great partnership for this campaign. Firefly in this case, knew that our team at Havas was hungry for innovative touch points that stood out against ubiquity. Firefly’s holographic tech, on top of typical taxi-top units above ride share cars, helped us level-up the hum of reach we needed throughout the weekend, delivering the extra punch that got the Sky Dreamer the moment it deserved.”

"This format allowed us to connect with the PUMA target in a completely new and meaningful way”

Amy Still of Firefly said the campaign’s inspiration was garnered from Havas Media and PUMA’s commitment to innovation, pushing boundaries and an emphasis on meaningful media. “When we realised PUMA wanted to continue to push the brand value of innovation in their product, that became the inspiration for this campaign,” she said. “This technology has never been used in this way before, and seeing how Holograms were being developed at CES and how they were pushing the boundaries of innovation and realism in technology, we married the objectives together to come up with this unique stunt to generate PR for the brand, for Havas, and for Firefly.”

The NBA All-Star Weekend is an important fixture for many sports brands but Havas Media’s Keiler says it was especially important for PUMA to think outside the box when it came to having an impact on the intended audience. “While the All-Star Weekend event was a major marker in our year, we need the culture that surrounds basketball to feel PUMA’s re-entrance into the space,” said Keiler. “Brands that stand at the intersection of fashion, sport, and culture have a particular responsibility to innovate, not for the sake of innovation, but to make every touchpoint meaningful and relevant, which I hope we achieved.”

The successful project is an important example of the Group’s commitment to creating meaningful media, Keiler said. “We needed an approach that would break through the All-Star Weekend clutter and reinforce innovation with our game changer target, specifically hoops enthusiasts. Our narrative is about reinvention and reimagining sport culture. Firefly allowed us to literally reimagine a place-based OOH, deploying an eye catching format on the ground and hijacking foot traffic at the arena and surrounding areas. This format allowed us to connect with the PUMA target in a completely new and meaningful way.”

"We needed an approach that would break through the All-Star Weekend clutter and reinforce innovation with our game changer target, specifically hoops enthusiasts"

The NBA All-Star Weekend is an annual marking on the calendars of many basketball enthusiasts and Havas Media made sure PUMA captured their attention as they poured into Chicago’s United Center for the championship last weekend. Celebrating the debut of the brand’s snazzy new Sky Dreamer sneaker, SVP and Group Client Lead Cammy Keiler and her team at Havas Media saw the All-Star weekend as an opportunity for PUMA to launch the latest addition, which pays homage to the brand’s basketball heritage. But the challenge was, how would PUMA have a powerful impact in the face of the brand’s competitors who outspend, while still creating an experience memorable to NBA fans?

Teaming up with Firefly, the street-level digital media network, Havas Media and PUMA launched a futuristic holographic campaign to target excited ticket-holders as they approached the venue for each fixture. Using a bespoke holoprojector specifically developed by Firefly for PUMA, the Sky Dreamer hologram projection was attached to an Alfa Romero car surrounding the arena. The hologram was also cast in other iconic areas of Chicago, including Navy Pier and Wintrust Stadium throughout All-Star Weekend on February 14 to 16.

Speaking of the project, Keiler said: “As one of basketball’s biggest moments annually for almost 60 years, All-Star Weekend presented the right stage to introduce the Sky Dreamer, which is a modernized silhouette of one that was released in the 80s. We knew we needed something different to breakthrough at All-Star Weekend and amplify our presence in the face of our competitors who outspend us, which is why Firefly was a great partnership for this campaign. Firefly in this case, knew that our team at Havas was hungry for innovative touch points that stood out against ubiquity. Firefly’s holographic tech, on top of typical taxi-top units above ride share cars, helped us level-up the hum of reach we needed throughout the weekend, delivering the extra punch that got the Sky Dreamer the moment it deserved.”

"This format allowed us to connect with the PUMA target in a completely new and meaningful way”

Amy Still of Firefly said the campaign’s inspiration was garnered from Havas Media and PUMA’s commitment to innovation, pushing boundaries and an emphasis on meaningful media. “When we realised PUMA wanted to continue to push the brand value of innovation in their product, that became the inspiration for this campaign,” she said. “This technology has never been used in this way before, and seeing how Holograms were being developed at CES and how they were pushing the boundaries of innovation and realism in technology, we married the objectives together to come up with this unique stunt to generate PR for the brand, for Havas, and for Firefly.”

The NBA All-Star Weekend is an important fixture for many sports brands but Havas Media’s Keiler says it was especially important for PUMA to think outside the box when it came to having an impact on the intended audience. “While the All-Star Weekend event was a major marker in our year, we need the culture that surrounds basketball to feel PUMA’s re-entrance into the space,” said Keiler. “Brands that stand at the intersection of fashion, sport, and culture have a particular responsibility to innovate, not for the sake of innovation, but to make every touchpoint meaningful and relevant, which I hope we achieved.”

The successful project is an important example of the Group’s commitment to creating meaningful media, Keiler said. “We needed an approach that would break through the All-Star Weekend clutter and reinforce innovation with our game changer target, specifically hoops enthusiasts. Our narrative is about reinvention and reimagining sport culture. Firefly allowed us to literally reimagine a place-based OOH, deploying an eye catching format on the ground and hijacking foot traffic at the arena and surrounding areas. This format allowed us to connect with the PUMA target in a completely new and meaningful way.”

Patricia Murphy joined Havas Group in October 2019 as a Senior Editor and Writer. She has a background in digital journalism and content creation.

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