Developed with Ogilvy Group Melbourne, the event was staged over the Valentine’s Day weekend and aimed to highlight the brand’s ‘Joy’ mantra. The run was supported by viral, online, in-store, radio, outdoor and direct media components, as well as the presence of a branded ‘Love squad’ on the streets.
The campaign featured the tagline ‘Meet someone fit’. Participants were encouraged to wear different coloured T-shirts to indicate their level of availability. Runners had the option of following a ‘cheeky quicky’ 4.5 kilometre course or a more intense 6.5 kilometre one.
Michael Knox, the agency’s executive creative director, said the team decided upon the strategy after noticing that runners often trained alone. “We thought it would be a great experience if Puma could bring these runners together in a social sense,” he said. “But we needed to make it different from the other fun runs and the Valentine’s Weekend provided the perfect inspiration.
He added that all campaign elements built on Puma’s lifestyle positioning of the ‘after-hours athlete’. The run was followed by an after-party featuring local pop acts Jody McLeod and Miami Horror.
