With Puma’s unique brand in mind the mission was to PR the shit out of Puma’s great, new sport- and lifestyle collection. We made sure that the press never knew what they were getting themselves into, when they said yes to a Puma invitation.
Being the unpredictable “enfant terrible” – we created some unpredictable “Press Days” that felt much faster than any of our competitors’.
Instead of coming to them, like everyone else, we invited the press to come to us on the streets of CPH, where real people live, and where the collection could breath.
Instead of showcasing the Puma collection on lifeless mannequins, it was worn by local skaters and chess players – it’s a sport- lifestyle collection, remember!
Instead of spending big money on getting our products into the press, we gave the collection to a bunch of enfants terribles who wore it everywhere, including on SoMe.
We gave the press something exciting to write about, providing more than 40 news articles in Denmark’s biggest lifestyle magazines, as well as provide coverage on influential ambassadors social media channels, reaching thousands.
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