The Sportlifestyle Company PUMA rolls out a new rich media ad campaign on Yahoo! Singapore to promote the launch of Faas, a new collection of running shoes by PUMA. Faas, which means “fast” in Jamaican slang, a new series of lightweight sneakers, originally conceived for the Jamaican running team in the iconic green and yellow colorway, and now available in other colors and models that comprise its shoe series.
The ad campaign runs from 19-31 July on Yahoo! Singapore properties including Yahoo! News and Yahoo! Movies, features a Singapore-based competition on 6 & 7 August that gives fans a chance to meet Usain in person at the IAAF World Championships in Korea.
Utilizing Yahoo!’s popular rich media Custom Ad formats, the campaign creatively captures audience’s attention upon page load by featuring the world’s fastest man, Usain Bolt holding the Faas Lightweight shoe. When clicked upon, it leads the user to PUMA’s branded microsite http://www.puma-faas.com.sg/. The campaign also takes advantage of the floating banner ad located at the top of the page, featuring animation elements of the Faas shoe to create an impactful and engaging brand experience online.
Gabriel Yap, Head of Marketing, PUMA Singapore & Malaysia, “The Faas campaign across Yahoo! properties has enabled us to reach and engage the digital youth audience, who has an increasing appetite for interactive multi-media campaigns. Aside from Yahoo!’s creative ad formats, its localized content enables us to deliver our brand messages within context, making it relevant to the youth segment and producing more engaged audiences.”
Targeted at 18-24 year-olds, the display ad is a part of PUMA’s integrated campaign that runs in conjunction with print, outdoor and events. The online campaign was developed by creative agency Fesch Idear and recommendation for its media placement on Yahoo! was provided by ZenithOptimedia.