11 months ago
Created by UltraSuperNew Singapore, #PUMANSOFSG is one of the first brand campaigns to use Instagram’s newly-launched AR face filters, officially opened to the platform’s users and brands since 14th August.
The social campaign which aims to drive footfall to PUMA’s 10 flagship stores across Singapore, engages a select group of influencers, including actors, comedians, a national footballer and a KPOP dancer. Each to encourage a wide range of followers with varying passion points to become #PUMANSOFSG via their own customised AR face filter, creating seamless user-generated-content.
Taking a tongue-in-cheek reference from the Humans of New York movement, the campaign calls on consumers to take an extra step and go from 'HUMAN' to 'PUMAN', and get rewarded with discounts on PUMA’s latest drops in-store.
With the use of the AR filters, every Instagram user can transform into a PUMAN, becoming instant social billboard for PUMA. To transform, they simply:
1. Visit one of six influencers' Instagrams (e.g. @tayying_) and try their PUMAN Filter (under the face filter tab).
2. Take an IG Story video with the filter, hashtag #PUMANSOFSG and share.
3. Visit any 1 of 10 PUMA stores and show their transformative Instagram Story to PUMA staff to get 30% off the latest drops.
Eleanor Wang, PUMA marketing manager for Southeast Asia commented: “Transformation is at the heart of the #PUMANSOFSG campaign. And as PUMA constantly transforms and evolves with Gen Z’s to reach new heights of relevance, it’s important we work with a diverse range of ambassadors and innovative partners such as UltraSuperNew that bring the future of social engagement to the table,”
William Beale, creative lead at UltraSuperNew added: “Combining our love for artsy illustration and social tech, we’re excited to be a part of the next big thing on Instagram for young, innovative brands. Working with the right mix of influencers, compelling videos, an experimental client like PUMA, and a kitsch pun allowed for us to strike at the right time. Like any PUMAN would.”
The campaign runs until 29th September 2019.
Illustrator: Charmaine Tan / Melissa Tan
Creative Agency: UltraSuperNew
Creative Director: Shivram Gopinath
Creatives: Daphne Tann
Copywriter: William Beale / Ming Swee Koh
Account Managing Director: Jean Francois Thery
Account Director: Sarah Emmanuel-Cheong
Account Executive: Jerald Chan
Agency Executive Producer: Muhammad Ibununordin
Associate Creative Director: Daphne Tann
Creative Technologist: Julien Henrotte