PUMA Group and the Portuguese Football Federation (FPF) have officially entered into a long-term partnership set to begin in 2025. The collaboration was formally announced during a press conference held in Lisbon on November 27th. And we decided to make some noise around it.
• Brand Strategy • Creative Strategy • Global Project Management •
In Short
To mark this significant milestone, we chose to engage Portuguese fans with a teaser campaign, hinting at the brand's arrival while keeping the full story under wraps. This approach took shape as a strategic, covert out-of-home activation, which blanketed Lisbon and extended across the nation. The results of this impactful campaign are showcased below.
Our Objectives
We Go Viral First
We wanted to get the world talking about a new partnership in football that would bring something new (and unexpected) to the game.
KPI: Awareness and buzz
Community
We wanted to win over not just football fans but an entire nation; not just people in Portugal, but from all over the world.
KPI: Consideration and engagement
The Process
We embraced the "not allowed" concept and built our entire creative approach around it. You can find the step-by-step process here:
Look & Feel
The film had to be composed entirely of black and white ’surveillance footage’ shots built by us.
In order to showcase the city, a set of composite shots made from stock and archive footage sources was created. e.g. background images of Lisbon shot from fixed cameras at high angles.
Connecting with Lisbon
To work properly, we have created a 20s story, in a 9:16 format and focused on only social media channels.
Format and where it lives
The Solution
The result was a simple yet impactful asset that resonated globally, gaining traction across specialized media and generating the anticipated awareness and excitement around the new partnership.
The copy helped to clarify the message:
Bem-vindos a Bordo 🇵🇹
Portugal, you’ve got company 🐾 The PUMA Cat is everywhere – trams, streets, corners you didn’t even know existed. The whole country’s feeling it, and it’s clear the best is yet to come:
06.01.25 👀
Credits: Rascal Studio
The Support
In parallel, PUMA took over the traditional TRAM in Lisbon for almost a month to create momentum and buzz around the topic.
The Tram was also included in the video.
The Outcome
Specialized Media worldwide started talking about the news immediately. The snapshot of the first 24 hours was outstanding: more than 670 Media Items and a potential audience reach of 330M, equivalent to almost 1M EUR.
