PUMA: Hardchorus

  • Droga5 and PUMA identified the 2010 World Cup as an opportunity for the sports brand to make an impact and generate brand loyalty. With less than one tenth the spend of its competition, however, PUMA had to keep the idea simple and make sure a single execution would pack a strong punch. So they tapped into the joy of football by celebrating the camaraderie of fandom with the PUMA Hardchorus. Launched during a media event on game day, the Hardchorus capitalized on the fact that it also happened to be Valentine’s Day by providing diehard fans a virtual love letter to explain to their wives and girlfriends why they couldn’t be better Valentines that year. With 113 million media impressions, more than 15 million online video views and 65,000 digital love letters sent, the Hardchorus was a resounding success.

  • Truly Madly Deeply