To promote the new Sky Dreamer sneakers, Puma used holographic advertising on the roofs of cars.
The idea was proposed by the media agency Havas Media Group, which has worked with Puma on several occasions. Previously we already wrote about the use by a sports brand of geo-targeted advertising (out-of-home, OOH), for which billboards were placed on taxis, ads on which changed depending on the location of the car. This approach is interesting because it increases the chances of showing ads to interested people.
This time, everything is much more spectacular - a three-dimensional holographic image of Sky Dreamer sneakers or a basketball with the image of the Puma logo was displayed above the already familiar shields. Basketball, since the beginning of the display of advertising was timed to coincide with the NBA All-Star Game - the event was held February 14-16. Cars with holograms were placed near Chicago landmarks, periodically moving from place to place. When creating advertising, in addition to the Havas agency, Puma also collaborated with Whisk, while all the necessary equipment was supplied by the Firefly network.
2019 has been a year of growth in OOH usage. Interest in this type of advertising has increased due to the emergence of a number of new technologies that can significantly increase its effectiveness. And as reports show, the new approach is showing very good results, so Puma's interest in it is fully justified. Many other major brands are actively working in this direction. It can be expected that in the future we will observe not only an increase in interest in OOH, but also a constant development of approaches. Puma holograms are just the beginning.