Jenny Chan 陳詠欣
Aug 18, 2014

CASE STUDY: Puma drives F1 sponsorship awareness without media spending

How Puma stood out among other sponsors of the 2014 Formula 1 Chinese Grand Prix, without spending on traditional media.

CASE STUDY: Puma drives F1 sponsorship awareness without media spending


The 2014 Chinese Grand Prix took place in Shanghai on 20 April. Puma is a global sponsor of the Scuderia Ferrari and Mercedes AMG Petronas F1 teams.

Puma knew that spectators spend a lot of time on their mobile phones during the race, taking part in real-time microblogging, photo-sharing, chatting and catching up on the news. Around 200,000 spectators attended the event, which meant somewhere near 200,000 mobile-phone screens to turn into earned media.


Puma introduced the "Live WiFi leaderboard". The company positioned 10 wifi-routers at each grandstand of the racing circuit, giving each router a network name matching the names of the top 10 drivers. Drivers from the Ferrari and Mercedes teams were highlighted in association with Puma. During the race, Puma changed the names of the networks during each lap to reflect the live lap timing (see detailed image). in other words, users in the stands could see an up-to-date list of who was in the lead just by refreshing their phone's list of available networks.


In addition to exposure to every spectator who searched for WiFi during the race, the "Live WiFi Leaderboard" racked up more than 54,500 connections by more than 32,200 mobile devices during the race. The brand claims the effort increased awareness of its motorsport sponsorship by 22 per cent, with a media spend of zero dollars.


Related Articles

Just Published

7 hours ago

China says no to gossip and star chasing

Chinese authorities are ramping up their crackdown on fan culture by monitoring the spread of celebrity information online, including their personal details and brand endorsements.

8 hours ago

How Toyota aligned 17 APAC markets behind a common ...

The vision for Toyota’s transformation to a purpose-led company came from the very top. To make it live and breathe across a diverse region, Toyota Motors Asia Pacific started at the bottom.

8 hours ago

Why tech-platform dominance will push APAC towards ...

The direction of travel in digital media raises questions about the future viability of local network agencies. The client operations director at Kepler makes the case for regional control of digital spending.

8 hours ago

Warc Rankings released: See the APAC winners

Ogilvy Islamabad, Colenso BBDO, Mindshare Shanghai and Mindshare Ho Chi Minh City emerge as the star APAC performers in the Warc Rankings for 2021.