In 2005, in order to consolidate its market efforts and promote the brand among larger range of consumers, Puma decided to hold a unique launch event themed as Vitality & New Fashion. This launch event showed especially designed sports, casual and fashion series of spring and summer wear.
Challenges
Puma expected to build a new brand image of fashion, individuality and motion through the launch event, therefore the event concept was required to consolidate all the three elements.
Moreover, the launch event consolidated several programs, therefore cooperation and support from different parties were required.
Strategie
The launch was scheduled from April 6 to April 10 (April 9 and 10 were weekends). To go with the on-site sales during the event, a special program A°PUMA Photo Show A was designed. Participants were encouraged to choose a set of wear at their own taste and had photos taken while making poses at their best efforts. All participants got free gifts, and winners were selected and announced at the launch event the next day.
The A° Puma Vitality & New Fashion?? event was held on April 9 and 10. Yuga, aerobics and other fascinating programs were enjoyed, and a fashion show was held with professional models in new series of Puma wear. Interactive games and Q&As were held between programs, and free coupons were distributed on site.
Conclusions
Due to the unique program design, the event attracted more than a thousand of audiences during the weekend, and 9 print media and 1 TV media attended the event.
2005 Salient Communications China