The Brief:
PUMA was opening Southeast Asia’s largest PUMA store, which was also its first street-facing duplex flagship store in Southeast Asia. They wanted an agency to help them build excitement and anticipation for the store opening, build maximum buzz for the brand, establish meaningful connections with its consumers and grow the local PUMA community.
The Strategy:
A playful spin on Singapura, the term #SINGAPUMA was coined to make a bold statement that PUMA is here to take over Singapore. The approach comprises of a social media campaign, launch event, public installation and brand partnerships.
One of the key highlights would be the social media campaign named +65 after Singapore’s country code, which featured 65 Singaporean personalities from the fields of art, music, sport, F&B, entertainment and business.
Along with the new PUMA store, PUMA celebrated the homegrown personalities, each pursuing their dreams and goals with drive and passion.
The Outcome:
Overall, the #SINGAPUMA campaign garnered nationwide attention with the outstanding results on social media, extensive media coverage, high footfall to the new flagship store and high visibility through OOH advertising and public installation.
The launch event and social media campaign garnered multiple awards at the 2023 Marketing Excellence Awards, including Gold for Best Event-Led PR Campaign, Silver for Best Launch / Re-Launch Campaign and Best PR Campaign: Fashion & Apparel.