get noticed when your competitors outspend you 10 to 1?

OBJECTIVE use the 2010 football world cup as a platform to boost awareness.

CHALLENGE Nike and Adidas had famous campaigns, enormous budgets and legendary athletes. Puma did not even have a positioning.

SOLUTION research revealed that consumers’ perception of Adidas and Nike’s was strikingly similar: an almost militaristic approach to sports (just do it/impossible is nothing). By tapping into the Belonging instinct that rules team sports we claimed Love, its chemical expression, awarding Puma the emotional high-ground over its competitors.

RESULTS the Love strategy gave Puma more visibility than Adidas -the event’s official sponsor- in the weeks leading up to the World Cup, boosting sales and was later adopted by Droga5 as the brief that gave them Cannes Gold.

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