Staff Reporters
Nov 29, 2011

Puma celebrates after hours athletes

SINGAPORE - PUMA has partnered with Yahoo! to launch its digital campaign to celebrate the after hours athletes online.

The 'Here's to the after hours athletes' campaign
The 'Here's to the after hours athletes' campaign

Entitled ‘Here’s to the after hours athletes’, the campaign also runs on XINMSN, inSing and ASIAONE. The creative agencies are Fesch Idear and Mill Sterling, while the media agency is ZenithOptimedia. 

The ad on Yahoo! properties including entertainment, technology news, Singapore news, lifestyle news and movies will run until 9 December, to engage the youth aged from 18 to 28.

Gabriel Yap, head of marketing for PUMA Singapore & Malaysia noted that the online campaign has two elements, namely the social conversation and the social interaction, while Yahoo! brings both elements together.

"Yahoo!’s content-rich media properties is the quintessential social glue for our online conversations and engagements. At the same time, its visually impactful ad formats and the staggering online audience numbers to its sites are vital to the success of our digital campaigns.”

The campaign injects a playful twist on its micro site, by urging the public to nominate their friends for various categories including ‘Shot downer’, ‘Compulsive instagrammer’, ‘Slo-mo drinkers’, ‘Gutter hugger’, ‘Ping Pong hoggers’, ‘Midnight texters’, ‘Hot dog addicts’, ‘5am cab runners’, ‘Photo bombers’, Shuffleholics, ‘Always looking sober’ and ‘Smooth talkers’.

Friends with their given titles will be voted in the ‘After hours Athlete Hall of Fame Awards’ and immortalised in PUMA’s Social Diary 2012.

Commenting on the campaign, Tina Pang, head of sales, display for Yahoo! Southeast Asia, said, “The effectiveness of good display advertising is driving advertisers to look for even more engaging ad formats. This has created a segment of experimental marketers who are willing to test new ad offerings in their quest for more interactive and immersive advertising online canvases.”

Related Articles

Just Published

4 hours ago

Time to Nike-ify DEI

Why we need to rescue the concept of 'merit' from being solely a Trump card.

13 hours ago

Starbucks APAC VP Samuel Fung steps down

The former VP of Product and Marketing is a two-time Campaign Power List honoree. He exits the role after nearly 12 years with the company.

14 hours ago

Can ads make us feel something, even if they can’t ...

The best ads are not just about sales; they resonate deeply with consumers, says the co-founder and creative director of Itch.

15 hours ago

Santander on its shift to one global agency, why it ...

Bank has been rethinking its $1 billion-a-year spend on advertising and communications to drive consistency and effectiveness in age of AI.