It was not easy for a small brand like puma to be able to make an impact in the world cup especially when it was competing with large brands such as Adidas who already had their presence felt, through the merchandise that was being used. Due to limited funds, it forced the brand to come up with a message that would act as an advertisement, i.e. love=football campaign where they expected it would be able to reach far and wide.
They were able to plan well on how to be able to make an impact in the world cup by making a viral advertisement which they knew would be able to capture a large audience. They were able to create two viral videos which they wanted to use to be able to attract the fans to their brand.
This strategy was opted by puma brand manager Mr. Brett Bellinger because he knew getting audience for this type of small brand would not be easy especially during the world cup period that's why he saw the viral campaign would be the easiest way out to do things.
These videos were able to attract large response from the people especially through the social networks since it was available on you tube. The video was designed in such a way that one of the helicopters flew right on top of the stadiums.
Beside the stadium, different cars had been arranged just next to the stadium parked to illustrate the love=football campaign.
This video accompanied with another one was able to receive large overwhelming response from the blog messages that were posted on the sites concerning the advert and how they easily determined it was the puma brand even without the video being branded to belong to puma.
Due to FIFA regulations the agency given the job to do the advertisement had to be precautious and make the advertisement in such a way that FIFA would not penalize them for infringing on the set down rules.
It wasn't an easy job to do especially for the agency Gloo that was responsible for the advertising having to compete with football merchandise brands such as Nike, Adidas and Umbro whom already had their presence felt by the merchandise which both the players and the fans were wearing.
They were able to plan well on how to be able to make an impact in the world cup by making a viral advertisement which they knew would be able to capture a large audience. They were able to create two viral videos which they wanted to use to be able to attract the fans to their brand.
This strategy was opted by puma brand manager Mr. Brett Bellinger because he knew getting audience for this type of small brand would not be easy especially during the world cup period that's why he saw the viral campaign would be the easiest way out to do things.
These videos were able to attract large response from the people especially through the social networks since it was available on you tube. The video was designed in such a way that one of the helicopters flew right on top of the stadiums.
Beside the stadium, different cars had been arranged just next to the stadium parked to illustrate the love=football campaign.
This video accompanied with another one was able to receive large overwhelming response from the blog messages that were posted on the sites concerning the advert and how they easily determined it was the puma brand even without the video being branded to belong to puma.
Due to FIFA regulations the agency given the job to do the advertisement had to be precautious and make the advertisement in such a way that FIFA would not penalize them for infringing on the set down rules.
It wasn't an easy job to do especially for the agency Gloo that was responsible for the advertising having to compete with football merchandise brands such as Nike, Adidas and Umbro whom already had their presence felt by the merchandise which both the players and the fans were wearing.
About the Author:
In addition to Puma, the writer also frequently pens articles regarding tips on dating and Save the Marriage review.
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