Havas International PUMA’s Strategic Media Partner for the Launch of ‘FOREVER.FASTER’
10 April was the date chosen by PUMA for the launch of their most important global campaign to date: ‘FOREVER. FASTER. See the Game Like We Do’, inviting audiences to live sport in the way that it is felt at the brand. The Havas International team has been PUMA’s strategic partner, with the agency responsible for the campaign’s media development and execution – video on demand, television, social and out-of-home media – with agreements with communications partners such as Netflix, Amazon, Dazn, TikTok and JCDecaux, and activations in 19 markets across the globe.
MATTE Projects is the agency in charge of the creative side, developed with a powerful concept and a video as the core at the heart of the campaign, showing athletes from the brand displaying all their characteristic speed and skill, along with the tense pressure and euphoria of sports competitions.
“In order to translate this highly dynamic creative concept into a media strategy, our goal was to be able to go beyond simply presenting the campaign. We also had to successfully pass on that passion for sport to audiences”, comments María Pérez Bermejo, Global Strategy Manager at Havas International, adding: “Working closely with our partners has been key to being able to create a video plan that would achieve this goal, with it being essential to consider the context most closely aligned with the public, and provide high-quality formats in which creativity could shine”. It is as such that the Havas International team worked together with various partners in Europe, the US and Latin America, including Netflix, Amazon and Dazn.
The out-of-home campaign also seeks to make the most of the potential of each of the cities and supports, in accordance with their location. One major example was the takeover carried out on Madrid’s Gran Vía. “We knew from the outset that this was an iconic location, and we wanted to create an entire journey along which people could discover the campaign. To this end, we worked with JCDecaux to find the best way of taking advantage of the more than 20 supports at our disposal, even creating ad hoc digital formats that did not previously exist”, explains Irma Lavall Torrents, Global Client Lead at Havas International.
This is the vision the OOH campaign is attempting to get across, not just in Europe – with activations in cities such as Madrid (Gran Vía supports), London (3D in Piccadilly Circus), Paris (banner in Lafayette) and Manchester – but also with others around the world, including those in New York (Manhattan), Los Angeles and Shanghai.
All of these actions are part of the initial stage of the launch within this global campaign, which will be present during the whole year on different media platforms, taking into account the most important events in the sporting calendar. In addition to live actions during said competitions, we will also be seeing activations on social media, especially TikTok, in an attempt to reinforce the brand’s connection with the public, as well as bringing it closer to younger generations.