This summer the global brand, Puma, increased awareness across India in a weekend of promotions at their Mumbai store. The “Pimp My Sole” campaign allowed consumers to put their own stamp on soles which could be featured in Puma’s upcoming summer range. The creative community flocked to the store and soon flooded out onto the streets where the event continued.
“Freedom of Expression” was the theme that was encouraged. Both consumers and professional graffiti artists came together to liven up life-size models of Puma’s and giant replica soles. The competition was dubbed “Sole Fight” and took place over 2 days in and around the store.
Over 150 consumer designs were generated by consumers. 34 of these were shortlisted on the Puma Facebook page and 4000 votes were registered to select the winner. Five winners will now see their designs featured in the Puma 2011 Spring/Summer flip-flop collection. The sole will also bear the creator’s name. One of the winners, Girja, designed a sole that cleverly features words coming out of a mouth which say “quit stampin’ on my face”.
Puma succeeded in its aims to generate traffic and revenue at its flagship India store, and they plan to roll out the campaign to other cities across India later in the year. Facebook and YouTube were key locations to attract their target audience, as youngsters signed up to the mailing list and featured pictures on their pages of the event and their designs. Puma’s Facebook page experienced a flood of registrations during the campaign which made India their number 1 fan base. If that wasn’t enough, the company also drove a vintage Ambassador named “The Sole Machine” around the streets of Mumbai as a moving advert and encouraged people to graffiti the car with their own tags.
It has proved a highly successful initiative with increased store visibility and enhanced sales figures, which are set to increase when the products are released next year. After the success of Mumbai the global brand are expected to replicate the event across India and possibly bring the campaign to some of its stores in Europe and America.
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