This article first appeared in MediaPost on 17th December 2021.
Talon America and Havas Media have launched a new digital OOH campaign for Puma to promote the launch of NBA star and Rookie of the Year LaMelo Ball’s first Puma signature basketball sneaker, MB.01.
The campaign features augmented reality experiences on JCDecaux digital bus shelters in New York City and laser projections in Charlotte, North Carolina executed by National Experiential.
Also collaborating on the campaign was Grand Visual, Talon’s digital OOH creative and production agency, and Puma Basketball creative agency Nowadays.
The augmented reality component focuses on the creative idea that Ball is “not from here,” which led to the design of an “interstellar experience” within the creative work that links message and environment. The takeover of specific NYC placements is intended to engage passersby.
The ads enable consumers to snap photos and create personalized content for social sharing, while also highlighting the Puma NYC flagship store and Foot Locker locations to find the new sneaker.
Enza Chiodi, senior vice president, client strategy, Talon America, said, “This interactive campaign creates a memorable moment that drives the type of consumer emotion and behavioural response that PUMA is seeking.”