JCDecaux and PUMA unveil state-of-the-art ‘treadmillboard’ for latest NITRO range
Sports footwear brand PUMA has unveiled an unforgettable ‘treadmillboard’ to raise awareness of its new NITRO running range, via its own creative agency, Bursty, Havas and JCDecaux.
The out-of-home offering connects a treadmill to JCDecaux’s Young and Jackson billboard across from Melbourne’s Flinders Street station. The innovative billboard features runner and brand ambassador, Nedd Brockmann, “and his words to describe the NITRO range, taken over in real-time by passersby”.
Specifically, under the billboard, people were given the opportunity to try PUMA’s latest collection and run on a treadmill. Once their trial was up, they were surprised by Brockmann outside and had their reactions broadcast to the screen.
Bursty created and oversaw the campaign, while Havas looked after its media. Brockmann’s and PUMA’s social channels shared the content.
“We know experiencing product is the best way to convert customers,” shared the director of marketing at PUMA Oceania, Neysa Goh.
“Combining product trial, with the surprise of meeting Nedd Brockmann and seeing yourself on one of the most iconic billboards in Melbourne, is a great way to engage with customers on a new level, and create a memorable and shareable moment.”
When asked about the activation, JCDecaux’s sales director for Victoria, Kristian Muhllechner, said it’s a stunning case study on the power of out of home advertising.
“Partnering with PUMA and Nedd to bring their NITRO™ range to life through such an innovative and interactive activation, is a great example of how Out-of-Home can create memorable, real-world experiences,” Muhllechner explained.
“The combination of product trial, digital engagement, and the iconic location, showcases the unique impact this medium can deliver.”
PUMA’s treadmillboard serves as one of several offerings in the brand’s “Chase that Feeling” platform for its latest NITRO range.
JCDecaux Australia CEO Steve O’Connor joined the latest episode of Mumbrella’s one-on-one podcast series – check it out here.
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