Puma had just opened a new outlet at 313@Somerset, a mall located in Singapore’s famous shopping district – Orchard Road. They were looking for an exciting way to share this news with consumers.
We organised a guerilla marketing event focused on the idea of self-expression, in line with Puma’s existing “Create your Style” campaign featuring Taiwanese celebrities.
Promoters took to the streets of Orchard Road with whiteboards and encouraged passersby to express themselves by drawing or writing on the board. Participants could later pose with their board and get their picture taken. The pictures could be collected at Puma’s new store. This is a fun way to not only introduce the new outlet to the public but to get them to physically go down and visit it.
We managed to create significant hype around Puma’s new outlet opening and increase the awareness of its store location.