cases

get noticed when your competitors outspend you 10 to 1?


OBJECTIVE use the 2010 football world cup as a platform to boost awareness.

CHALLENGE Nike and Adidas had famous campaigns, enormous budgets and legendary athletes. Puma did not even have a positioning.

SOLUTION research revealed that consumers’ perception of Adidas and Nike’s was strikingly similar: an almost militaristic approach to sports (just do it/impossible is nothing). By tapping into the Belonging instinct that rules team sports we claimed Love, its chemical expression, awarding Puma the emotional high-ground over its competitors.

RESULTS the Love strategy gave Puma more visibility than Adidas -the event’s official sponsor- in the weeks leading up to the World Cup, boosting sales and was later adopted by Droga5 as the brief that gave them Cannes Gold.

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The Chaco Quarterly is our mad attempt at countering ever-growing oceans of Information with drops of Knowledge distilled from our work with some of the world most remarkable people.
Designed to make you smarter than Instagram and happier than the news.

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