PUMA: Love or Football

August 16, 2012

The famous Liverpool FC manager, Bill Shankly, once said

“Some people believe football is a matter of life and death, I am very disappointed with that attitude. I can assure you it is much, much more important than that”.

Well, PUMA set out to see if this was true – do football fans really love their clubs more than their wives? The answer, in the form of some compelling, thought provoking and divisive branded content is below.

Visit Love or Football for the full “white paper”.

I’m really interested to see how this intelligent approach works for PUMA, especially vs than the usual football marketing – usually we get a glossy high octane piece of video, based on the same old insights, with incredibly skilled players doing incredible skills. Don’t get me wrong, I love the traditional approach and it is one of the main reasons I look forward to the major football tournaments every 2 years…the ads! But this approach is inviting conversation, discord and debate – perfect for getting people to share in and pass along the brand’s message and heritage in the beautiful game. It adds another dimension to the way we can think about marketing our clients.

The other thing that is interesting is the result of the test – I can’t comment on the methodology so I have to presume it is fine! From a human level, it shows the power of peer pressure and conformity – these men, of all generations, know how a true football fan is “expected” to behave and this learned behaviour is enough to override a strong physiological response honed over thousands of years. For what its worth, while I love my club, I know I love my wife more – I just wish they could get along better.


Valentine’s Day Video – Football or Love?

February 11, 2010

I’m not sure exactly how this idea was conceived but “let’s get 50 or so loud beery geezers in a pub singing a soppy love song” doesn’t sound like the most compelling of pitches.

The result, however, is strangely compelling. The raw beauty of the male voice and the intensity of the “choir’s” singing made me watch all the way through. Take a look at the PUMA Hard Chorus singing Truly Madly Deeply:

I won’t be sending this to my Valentine*, which you can do at PUMA Hard Chorus, but I love that a sports brand, known for its machismo is trying to forge that emotional connection with its consumers.  Football players who wear PUMA are fiercely loyal to the PUMA Kings line (beautifully soft kangaroo leather uppers with a simple, sleek design) and this sort of compelling, long form content provides them an excuse, a “why now”, to extend that connection and spread their advocacy for the brand.

More than that, I love the insight that this is built on. That for this year’s Valentine’s Day, football fans all over the world face a conflict between the one they love and the one they have always loved. As Nick Burcher puts it:

Atletico Madrid vs Barcelona; Manchester City vs Liverpool; Napoli vs Inter or romance with a loved one.

Via: PUMA Hardchorus Valentine’s Day viral – love vs football.

Disponibile anche in Italiano

* Actually, using Facebook Connect, I did send this to my Valentine which will undoubtedly precipitate an immediate upgrade in the real-life gift department…

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