PUMA officially launched the Sky Dreamer sneaker, a new silhouette of PUMA Hoops, February 13. To celebrate the sneaker’s debut, PUMA took it to the streets with Havas Media to successfully project the first-ever holographic activation of its kind featuring the new Sky Dreamer, powered by Firefly’s smart digital media displays, during the 2020 NBA All-Star Weekend in Chicago.
“We tapped Havas Media to develop innovative and disruptive media techniques for the launch of the Sky Dreamer, a key new silhouette of the PUMA Hoops product family. We wanted to reach fans in a unique way that was personalized and relevant,” said Ann Unger, Head of Marketing Communications at PUMA. “Firefly’s platform allows us to connect with our customers in a completely new and meaningful way otherwise impossible with traditional methods of advertising.”
Throughout the weekend-long activation, Firefly, the street-level digital media network, outfitted its smart media displays with hologram projectors in order to display a 360-degree image of the Sky Dreamer sneaker and a PUMA-branded basketball on the roof of parked vehicles located in front of several Chicago landmarks.
“We have to move beyond media planning and into building great media experiences for consumers and audiences. With this innovative technology, we’re able to deliver a great media experience to PUMA’s audience - it’s 2020! - So we’ve reimagined how to connect with consumers using location-based digital thanks to a great brand in PUMA and a great partner in Firefly,” said Havas Media Group’s Global Chief Strategy Officer Greg James.
This cutting-edge campaign was dreamt up by Whisk, and executed through a collaboration with Firefly and HYPERVSN - the leading developers of high-definition 3D Holoprojection technology. The Holoprojector is built with next-generation technology. The device spins at a rapid 30 frames per second to create the most realistic 3D hologram experience in the market today.
“Whether you’re a basketball fan or not, consumers want to engage with the physical world,” stated Firefly co-founder and CEO Kaan Gunay. “With PUMA’s history of world-class sporting apparel and Havas Media’s creativity and emphasis on meaningful media, we’re pushing the boundaries of advertising altogether so that our messages resonate with the audience.”
The activation was developed by Whisk Agency, and delivered programmatically by Adelphic, a leading self-service omnichannel DSP and ran from February 14 through February 16, 2020.
About Havas Media Group
At Havas Media Group we believe that more meaningful media can help build more meaningful brands. Our media agencies are home to more than 10,000 specialists and are the most dynamic and advanced in their markets. With offices in 144 countries worldwide, our teams also offer best-in-class services in the fields of programmatic buying, mobile, data consulting, performance marketing, out of home and geo-local, and social media. For more information, visit havasmedia.com or follow Havas Media USA on Twitter (@HavasMediaUSA).
PUMA is one of the world’s leading Sports Brands, designing, developing, selling and marketing footwear, apparel and accessories. For over 70 years, PUMA has established a history of making fast product designs for the fastest athletes on the planet. PUMA offers performance and sport-inspired lifestyle products in categories such as Football, Running and Training, Golf, and Motorsports. It engages in exciting collaborations with renowned design brands to bring innovative and fast designs to the sports world. The PUMA Group owns the brands PUMA, Cobra Golf and Dobotex. The company distributes its products in more than 120 countries, employs more than 12,000 people worldwide, and is headquartered in Herzogenaurach/Germany. For more information, please visit puma.com.
Firefly connects cities with its dynamic smart media platform. The company works with taxi companies and rideshare drivers to install its proprietary advertising displays atop their vehicles, providing an additional revenue stream to maximize their drive time. Firefly’s technology delivers the right message at the right time, cutting through the noise of a booming space and leading to highly effective campaign-engagement. These proprietary screens are customized and enabled to geo-local advertising based on driver routes and location. Founded by Kaan Gunay (CEO) and Onur Kardesler (CTO), Firefly is headquartered in San Francisco, with offices in New York City, Los Angeles, and Istanbul. To learn more: Fireflyon.com.
Whisk is a Business Development and Brand Strategy agency that works with startups and early-stage companies. We start by defining the core offering, the business positioning, the strategy, and the strategic relationships with partner agencies and brands. Then we work together to create campaigns and media moments with their target consumers and trade press, creating content and data, all with the aim of adding to the business’s ability to raise investment capital and supercharge business growth. Find out more at whiskagency.com