PUMA EVERYWHERE.

SHANNON QUINLAN, BRIANA BUI, MEI WIMMER & JONATHAN PAYNE SMAD 443 TABLE OF CONTENTS

SECTION 1 Research Creative Strategy Statement

SECTION 2 Headlines Taglines Thumbnails Print Advertisements

SECTION 3 TV Script Storyboard Key Frame

SECTION 4 Radio Script

SECTION 5 OOH Headlines OOH Layout/Thumbnails

SECTION 6 Key Frame for Viral Video Rationale

SECTION 7 Guerrilla Marketing Campaign Presentation Slides Research References Image References Agency Logo SECTION 1

ent tem Sta gy ate Str ve ati Cre

ch ear Res RESEARCH

1.) Brand name/company name? a.) 2.) How long has the product existed? a.) Rudolf Dassler founds the PUMA Schuhfabrik Rudolf Dassler. The company is officially registered October 1, 1948 the company has since rebranded its logo many times since its creation and has been around for 69 years (History, 2017). 3.) Where is your product sold? (limited or mass distribution) a.) Mass distribution b.) Internationally c.) Mainly sold in Europe d.) It is also sold in Asia Pacific, America, Europe Middle East and Africa (LexisNexis, 2017) 4.) What is the cost of your product? a.) Athletic : $25-$300 (Shoes, and - PUMA® Official Online Store, 2017). 5.) What are the main competitors and their costs? a.) Nike - $40-$330 (men’s shoes) (Shoes, Clothing and Sportswear- Nike Official Online Store, n.d.) b.) - $30-$240 (men’s shoes) (Shoes, Clothing and Sportswear- Adidas Official Online Store, 2017). c.) - $30-$300 (men’s shoes) (Shoes- Vans Official Online Store, 2017). d.) - $25-$150 (Shoes- Converse Official Online Store, 2017). 6.) How does your product compare in terms of shelf space with the competition? a.) 4th highest public company in revenue across global Apparel, & Accessories companies (Mergent Inc, 2017). 7.) Who buys the product and why? a.) Strategic Business Insights: Experiencers (SBI, 2017) i.) Are first in for trend adoption ii.) Go against the current mainstream iii.) Are up on the latest fashions iv.) Love physical activity v.) See themselves as very sociable vi.) Are spontaneous b.) Women 18-34 i.) 4.2 % of women ages 18-34 prefer PUMA athletic shoes (MSW-ARS Research/The Brand Strength Monitor United States: Brand preferences for women’s athletic shoes among women, 2016) compared to men ages 18-74 which 1.5% prefer PUMA as their main athletic brand(MSW-ARS Research/The Brand Strength Monitor United States: Brand preferences for men’s athletic shoes among men, 2016). 8.) What is the main feature that differentiates your product from the competition? a.) According to PUMA’S Annual Report (PUMA Targets and Strategy – PUMA Annual Report. 2015) “For over 65 years, PUMA has been producing the most innovative products for the fastest athletes on the planet. PUMA offers performance and sport-inspired lifestyle products in categories such as Football, Running and Training, , and Motorsports.” b.) The strategy of PUMA encompasses five strategic priorities: the repositioning of PUMA as the World’s Fastest Sports Brand, the improvement of the product engine, the optimization of the distribution quality, increasing the speed within the organization and infrastructure, and renewing the IT infrastructure. (Targets and Strategy – PUMA Annual Report, 2015). 9.) What are your personal impressions of the strengths and weaknesses of the product? Negative: a.) Lacks relatability to consumer. b.) Doesn’t tell a story. c.) Doesn’t connect to audience. d.) Doesn’t emote anything. (Payne, Personal Observations, 2017) Positive: a.) They associate themselves with popular celebrities. b.) Diversity of ethnic groups in campaign. c.) Promotes well internationally. d.) Goal setting as an individual. (Payne, Personal Observations, 2017) 10.) Is your product currently being advertised? Briefly describe an advertisement for your product and include a thumbnail or screenshot of the advertisement.

a.) #LetUsAllTieTheKnot Campaign. This advertisement is a short video on how to tie the “equality knot” on your shoe and then proceeds to show how people are able to show their support by sharing pictures on social media with the hashtag. This campaign supports same sex marriage in Australia and by sharing a pictures of this knot PUMA aims to spread awareness of of this social issue to not only Australia but also in other countries that don’t currently support same sex marriage (PUMA Let Us All Tie The Knot, 2017). CREATIVE STRATEGY STATEMENT

1.) Who is your target? a.) Ages 18-24 b.) Male & Female c.) All races d.) Lives in the US e.) Lives in cities and suburbs f.) From families with middle to high income g.) Working students h.) In transition with college and jobs 2.) Where are we now in the mind of this person? (i.e. how does your target market feel about your branded product?) a.) Puma is not in the mind of the target audience. In a survey, people reported seven brands as more familiar, including name recognition, than Puma (Which of these brands are you familiar with, even if you just know the name?). In a survey conducted at James Madison University, college students are most likely to associate Puma with a negative connotation, including but not limited to, being ugly and not worth buying (Wimmer, personal observation, 2017). 3.) Where is your competition in the mind of this person? (i.e. how does your target market feel about your competitIon? NOTE: name your competition). a.) In a Statistia survey, Nike, New Balance, Adidas, , ASICS, Converse, and are considered a favorite brand for sport shoes before Puma (Which one of them would you call your favorite brand for sports shoes?). Another Statistia survey reports that participants are able to recognize Adidas, Nike, Converse, Skechers, and New Balance before Puma. (Which of these brands are you familiar with, even if you just know the name?). In a survey conducted at James Madison University, college students did not name Puma as footwear brand they wore; more than half of respondents reported they wore Nike (Wimmer, personal observation, 2017). 4.) Where would we (your branded product) like to be in mind of this person? (i.e. how would you like your target market to feel, think and see your branded product?). a.) Puma wants to be known as the best option for footwear, regardless of lifestyle or active footwear, over Nike, Adidas, New Balance. Puma wants to be known as the brand 18-24 year olds can wear shopping downtown, working out at the gym, or going to class. Puma would like to be seen as a modern company that listens and interacts to their consumers on social media and actively tries to improve their shoes and communication. 5.) What is your message objective/ strategy? a.) Promote brand recall b.) Link key attribute(s) to the brand name c.) Define the brand image 6.) What is the consumer promise/creative strategy? (i.e. the big idea about your branded product; what you want the audience to take away from the ad). a.) PUMA EVERYWHERE. 7.) What is the supporting evidence? (NOTE: your evidence must support your consumer promise. I.e., whatever your consumer promise is, your supporting evidence must prove that you can deliver the promise). a.) Supporting evidence includes placing the logo on the TV ad, OOH ad, guerrilla marketing, and print ad to promote brand recall. Using upbeat or popular music in the TV, radio ad, and viral video creates and links Puma as a modern brand that allows you to do anything. 8.) What is the creative concept? (how will you show your promise/big idea) a.) PUMA shoes will be shown in various locations creating the idea that there is no situation in which you can’t be wearing PUMA shoes. 9.) What is the tone of voice for the advertisement for your branded product? NOTE: this is the feeling you want to convey from the advertisement of your branded product. a.) Casual b.) Relatable c.) Fast-Paced SECTION 2

ils bna hum s T ent es em lin tis ag ver T Ad es nt lin Pri ad ee He Thr HEADLINES

1.) 2 Places at once? No problem.

2.) Keep your shoes constant.

3.) Location doesn’t matter.

4.) Shoes for whatever you’re doing.

5.) Shoes made for any situation

6.) Not just a [location] shoe

7.) Shoes shouldn’t limit you.

8.) There are no boundaries.

9.) Don’t stop living on our account

10.) Shoes made for living.

11.) Limitless options, limitless opportunities

12.) Shoes beyond [location]

13.) Shoes built for you.

14.) More than just a [noun] shoe

15.) Shoes that fit your [adj] life

16.) Shoes for every situation

17.) Shoes fitting for every situation

18.) Your shoes, your style

19.) Your shoe, your fit

20.) Fit your Puma, fit your shoe TAGLINES

1.) Puma everywhere.

2.) Wear it wherever.

3.) Rep it everywhere.

4.) Anywhere, everywhere, Puma.

5.) First place in life.

6.) Passion, Pride, Puma.

7.) Where are you going?

8.) It’s about how you get there.

9.) 24/7 365 Puma

10.) Always Puma

11.) Anywhere you are.

12.) Limitless locations

13.) Unexpectedly everywhere PRINT ADVERTISEMENTS

SECTION 3

e ram y F Ke d oar ryb Sto

ipt Scr TV

TV SCRIPT

Brand: Puma Title: PUMA - "Do It Like That" Time: 45 seconds

VIDEO AUDIO

1. CU GIRLS FEET SLIPPING INTO SHOES FADE IN: "DO IT LIKE THAT (REMIX)" BY: KOREDE BELLO 2. CU GIRL WALKS OUTSIDE HER HOUSE THROUGH THE DOOR

3. WS GIRL DOWNTOWN, WALKING

4. CU LACES BEING TIED

5. CU GIRLS FEET IN PUMA SHOES RUNNING ON THE TRACK

6. OVERHEAD SHOT, DRONE SHOOTING GIRL RUNNING ON THE TRACK

7. TRACKING SHOT, DRONE FOLLOWING GIRL ON THE TRACK RUNNING

8. CU AT A SIDE ANGLE AT THE GYM

9. CAMERA MOVING UP TO DOWN ON GIRL DOING ROPES IN THE GYM

10. CU JUMP ROPING IN SNEAKERS

11. CU SNEAKERS WALKING ON CAMPUS

12. MS GIRL DANCING

13. CU GIRL DANCING FADE OUT: "DO IT LIKE THAT (REMIX)" 14. FADE UP PUMA LOGO BY: KOREDE BELLO KEY FRAME

Brand: Puma Title: PUMA - "Do It Like That" Time: 45 seconds

Rationale and explanation of the TV spot:

The message of the TV ad is versatility in the style of footwear Puma offers. The ad showcases both lifestyle and athletic shoes. Each pair representing both an active and free lifestyle. The message illustrates a person’s day in their life and how Puma plays a huge part of everyday routine from starting their day walking downtown to working out and embodying the shoes however they see fit. The TV ad is geared towards young students in college or between the ages of 18-24. This ad caters to them by demonstrating an active and casual lifestyle. Through Puma’s different types of footwear, Puma makes you embody the best version of you. No matter where you are or what you’re doing, you can depend on Puma. The fast pace and upbeat music was chosen to match the fast pace lifestyle an average young adult lives. This music was also chosen to help associate Puma with an active and upbeat theme that can stay ahead and WITH the user’s one of a kind lifestyle. SECTION 4

pt cri io S Rad Radio: 30 seconds RADIO SCRIPT Brand: Puma Produced Title: PUMA EVERYWHERE _

MUSIC: _ ENERGIZING/MOTIVATING _

_ BACKGROUND MUSIC

______

SFX: _ RUNNING ON THE ROAD/TRACK, _

_ JUMP ROPING, EXHALING (FROM _ EXHAUSTION), CAR HORN/CITY _

______S_O__U_N_D_S______

SHANNON: _ I rep it on the field.

______

_ I rep it in the gym.

JONATHAN: _

______

MEI: _ I rep it on the streets. _

______

JONATHAN: _ I wear my Pumas anytime. Anywhere. _ Anyplace ! ______

_ Puma enables me to be whoever I

SHANNON: _

_ want to be.

______

MEI: _ _ No matter where I am. _

______I can be doing anything and I know JONATHAN: _ _ Puma will represent me the way I _

______w_a_n_t_ t_o_ b_e_.______

MEI: _

_ Or the way I want to be heard. ______

SHANNON: _ Join us! _

______Use the #PumaEverywhere on social JONATHAN: _ _ media to show how and where you _ rep your style. Puma. Forever. _

______

MUSIC & SFX: _ FADE OUT _ _ _ SECTION 5

ls nai mb thu ut/ ayo H l OO s ine adl he OOH OOH HEADLINES

(OUT OF HOME)

1.) If you’re going anywhere worth while.

2.) What’s stopping you?

3.) Wherever you go, Puma is there.

4.) How will you show your speed?

5.) Take Puma everywhere.

6.) Define yourself with Puma

7.) Shoes defining moments where you least expect it.

8.) More places more Puma

9.) Where would you rep it?

10.) Shoes shouldn’t stop you. OOH ADVERTISEMENT

(OUT OF HOME - BILLBOARD) SECTION 6

le ona ati r eo vid al vir or e f am fr key KEY FRAME

Brand: Puma Title: PUMA GANG Time: 50 seconds

Rationale and Explanation of the Viral Video:

“Puma Gang” keeps Puma relevant with the target audience of 18-24 year olds by using the popular emojis and Bitmojis on Snapchat. The big idea: Wherever you go, it’s always Puma, is communicated through the use of Bitmojis in different locations reacting to different shoe brands or using emojis to express sentiment towards footwear brands. Bitmojis react to Puma shoes by playing Lil Pump’s "Gucci Gang", a popular song. When Bitmojis see any other shoe brand, bad things happen to them "Cotton Eye Joe". The poop emoji is used as a negative sentiment on any other shoe brand. SECTION 7

es lid n s tio nta es se enc pre er ref ign ge pa ma am i g c s go tin nce Lo ke re ncy ar efe ge a m R A ill rch err sea gu re Guerrilla Marketing Campaign

Rationale:

The guerrilla marketing campaign would generate awareness with our target market, men and women 18-24. Placed in large cities, it would gain a lot of exposure from college students transitioning from college into their new jobs, and from individuals from families with middle to high income. The campaign would work by placing Puma shoes on people silhouettes on signage throughout cities with large populations of 18-24 year olds. Examples of signage would include but not be limited to: pedestrian crossings, deaf / blind person crossings, school crossing, flagger ahead, public restroom signs, biking lane, children playing, and traffic intersection walk signals.

The target would see Puma on their everyday items. The added shoes on the signage would not only remind the target of Puma in their everyday activities, but also increase exposure through sharing on social media because of its uniqueness.

AGENCY LOGO