OBJECTIVE boost awareness in the lead up to the FIFA World Cup
CHALLENGE Nike and Adidas had famous campaigns, enormous budgets and legendary athletes. Puma did not even have a positioning.
SOLUTION interviewing players we learned that consumers’ perception of Adidas and Nike’s was strikingly similar: the tough American/German coach driven by success with an almost militaristic approach discipline (just do it/impossible is nothing). Puma on the other hand was seen as more easy going, the coach that reminds you to have fun.
Semiotically, Nike and Adidas have both, for years, been using the language of Duty as the path to Glory (much as “the few, the proud, the Marines“). By talking to players we learned that all that hard work is just the cost of entry for any competitive endeavor: after that, what makes the difference is how much you enjoy yourself, how much you love what you do.
Like our competitors, we decided to tap into the Belonging instinct that rules team sports. But instead of insisting on the cost of entry (fulfilling a duty), we claimed Love, its chemical reward, awarding Puma the emotional high-ground.
RESULTS brilliantly executed by Syrup, the Love strategy became a viral sensation giving Puma more visibility than Adidas -the event’s official sponsor- in the weeks leading up to the World Cup.
Even after agencies changed, the brief kept paying off and lead Droga5 to Cannes Gold.
Imitation is certainly the highest form of flattery: today there are no fewer than 3 agencies and a dozen portfolios claiming credit for this work. If you encounter them, ask them about it. It’ll be fun.
For many people, workshops are not unlike sex in the shower: in theory great, in practice not so much. We sat with Pam Hamilton, author of The Workshop Cookbook to find out how to make the most of the collective brain-power available at your next workshop.
1- Recruit for Diversity
Research shows that the more diverse a group is (in gender, culture, ethnicity or background), the better ideas the group creates. Different perspectives allow for more ideas and opinions to be shared, making the final ideas better.
2- Everyone doesn’t need to know everything
We suffer attention scarcity, and this is made worse when we overwhelm people with information that they only understand in a shallow way. Split your team into small groups of people to work together on tackling a different part or angle to the problem, giving them only the information relevant to that angle. That way you get higher quality of attention and focus, and greater depth to the solutions and ideas before they are widely shared with the other groups.
3- Make sure everyone is personally involved
It’s not enough to send them a “pre-read” or to walk them through a lengthy presentation at the start of your workshop. Make sure they actually DO something before coming in.
That way they are better prepared and motivated, ready to teach each other what they’ve learned and importantly, they’ve personally understood the issue, from their own perspective and not just in theory.
For more workshop wisdom, visit the Cookbook
Pam is one the world’s pre-eminent workshop experts, having designed and lead thousands of workshops all over the world about everything from laundry to diamonds.
She got her start as a junior insights manager at Unilever and went on to become MD of Research International’s Innovation Bureau and Head of Creative Development at ITV, before founding Paraffin.