Puma’s Singapore offers are literally off the wall
A Singapore version of Puma’s ‘Run the Streets’ campaign has given mass-transit passengers the opportunity to simply peel a discount offer off the wall.
Monster Interactive Singapore and Puma lined up a section of a wall in the Bugis MRT station of Downtown Line with 2000 stickers, placed to form the brand’s logo. Coupons offered 30 per cent off their next Puma purchase if they have bought Puma’s Ignite Limitless or Ignite EvoKnit footwear.
The idea was conceptualised by Moove Media, with the location because Bugis is where a new Puma store is located. Puma chose the Downtown Line because of its popularity with their target 16-23 years old target audience and its close proximity to many schools.
Moove Media chief executive Jayne Kwek says nearly all the coupons were snapped up in a week, ahead of the campaign’s end: “We didn’t want to just have the usual wallscape in which products are featured.
“Stickers, placed at the right places, can be an effective way to draw consumers. Since the store was just a stone’s throw away, it was a very cost-effective advertisement for our client.”