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.
Small firms can find it hard to match the energy, world class talent and diversity that make larger companies so competitive. It doesn’t have to be that way.
Start a business with less than 10 employees and you’ll soon discover how quickly your co-workers can seem dull. No matter how much you like them, walking into a small office with just the 6 of you feels as eerily quiet as church on a Tuesday morning.
Smallness can eventually work against you, as talent migrates out to rival firms with a mailroom bigger than your entire office and opportunities pass you by because you lack the scale and diversity needed to solve complex problems.
Realizing that we were not the only consultancy facing this challenge, we launched Kongo: our opportunity to surround ourselves with some of the brightest independent professionals and start-ups in the media and creative industries.
We opened over 5,000 square feet of beautifully designed loft-space to a small group of world-class designers, researchers, writers, producers, motion graphics experts, innovators and foreign correspondents. Some of our colleagues include FireFish USA (research), Positron (experiential design engineers), A Different Engine (UX design), Messaging Lab (biotech), QuesttoNo (product design), SmartAssDesign and Machine (innovation and design)
Based in Dumbo, the heart of New York’s most vibrant start-up community, we now collectively enjoy the resources of larger Madison Avenue agencies, with none of the politics.