CASE STUDY: Puma and Champions League coverage in The Sun
Provided by News UK
The Sun worked closely with Puma around the all German Champions League final weekend and produced a bespoke German Super Goals
What was the Challenge / Background of the Campaign?
We had to position Puma around the all German champions league final - Bayern Munich vs Borussia Dortmund- with impactful content to celebrate their sponsorship of Dortmund. Over the Champions League weekend BT Sport had a full take over of Sun and Times sport so this left us with a challenge; how do we position a clear message from Puma when sponsorship had already been given to BT Sport?
What was the Campaign Objective?
Build awareness and raise profile of Puma to a football mad male audience.
What was the Solution?
We decided to re-create our existing Super Goals section in The Sun with a German twist 'Super Tore'. This was our answer - a mock German, tongue in cheek 8-page version of Super Goals to go live on the Friday as a pre-promotion to the Champions League Final.
What were the Results?
This was the largest commercial spend we had received from Puma and their first Creative Solution. The client, the Marketing Director based in Boston, ordered an extra 5,000 copies that were distributed at London locations on the Saturday.
What were the Key Learnings of this Campaign?