We built awareness and created hype around Puma’s first flagship store in Australia by targeting key influencers to achieve a pre-opening queue on their first full day of trading.
We delivered a comprehensive online and offline campaign involving an interactive sneaker hoarding announcement, rock posters, a guerilla catwalk and a VIP store launch party for maximum engagement – we literally stopped traffic.
10 Models, 1 Boombox, 1 Red carpet, 4 Iconic Melbourne locations 4 Photographers, 1 Videographer. Over 6,000 pedestrians saw the catwalk and #pumaau achieved 3,710 likes on social media.
A low-fi yet high impact solution to announcing the store launch, we covered the Melbourne Central store hoarding in Puma sneakers spelling out the word ‘Faster’ which saw a frenzy of people take the shoes, register online and line up at the store opening to claim their second trainer.
Attended by over 200 people including TV personalities Travis Burns, Tahan Lew and Puma ambassadors Scott Pendlebury, Sam Mitchell, Brandon Ellis and Neville Jetta. The event included a live cross on Channel 9 news.
Social media impressions
on launch day
Press articles and 1 Live
cross to Channel 9 news