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Targeting 18-24 year-olds at Manchester’s Trafford Centre, the campaign invited sports fans to ‘Beat the Bolt’ out of the starting blocks.
Shoppers were asked to take to a track to replicate the runner’s iconic ‘lightning bolt pose’ and swap their shoes for a pair of Puma Ignite trainers. Participants then stood shoulder to shoulder with a graphic of Bolt, and began the race at the sound of starting gun.
Runners were given a time on 0.146 seconds to beat, while dramatic lighting effects were employed and an instant photo taken a the first moment of movement. Each score was added to the leader board with a winner declared at the end of each day.
Almost 2,000 shoppers took part in the experiential campaign. Nearby stockist of Puma trainers JD Sports saw a rise in sales of performance running shoes, and the hashtag #IgniteManchester was shared across social media.
Jodie Rayner, account marketing manager at Puma, said; "Vision Nine delivered a seamless experiential event which engaged our target consumer, drove awareness of our product and converted sales with our chosen retail partner, JD Sports."
Les Seddon-Brown, Vision Nine’s business development director, added: "We’re really excited to be working alongside such a credible brand as Puma. The brand’s style, their vision for the future, their ambassadors and the way they execute brand campaigns is inspiring and it was great to deliver our first piece of live activity with them.
"Having built lifestyle movements of our own – such as Vision Nine’s Boardmasters and Freeze festivals - we have a genuine affiliation with the youth sports sector and we are delighted to bring our expertise to the PUMA marketing mix."
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