Lichtsteiner's dribbling
Numéro 10 amazes with a guerrilla campaign for a Puma lifestyle shoe.
Sports brands usually have international ties for their advertising campaigns. This is also the case for Puma, which has its European headquarters in Germany. "It's difficult to get big contracts here," says Gilles Aeby. But because the strategic head of the agency Numéro 10 in Bremgarten, Bern, has already attracted attention beyond the country's borders several times with his guerrilla unit, the Swiss have now been invited to a pitch by Puma - and won it. A new lifestyle shoe called "Lift" is to be launched. The campaign is primarily intended for the regional market in Switzerland, but has already enjoyed considerable success in Rome. This is of course due to Stephan Lichtsteiner. The Swiss footballer plays as a defender for Lazio Roma. But let's take a brief look back.
Because Puma is involved in various football sponsorship contracts (which are now being scaled back somewhat), the campaign for the "Lift" lifestyle shoe should also be associated with football as much as possible. And because "Lift" sounds similar to "light", the creatives at Numéro 10 came up with the idea of turning the footballer Lichtsteiner, known for his fast running, into an advertising character called Liftsteiner. The Puma shoe is called "Lift" because it weighs just 173 grams per foot. "Ideal for climbing stairs quickly", said the advertisers - and made a tongue-in-cheek video showing Lichtsteiner sprinting up several floors faster than an elevator.
The video was then posted online with all the tricks of the trade. The film was made widely known at the international match between Switzerland and Moldova. Lichtsteiner was an important support for our national team in this decisive match for Switzerland's World Cup qualification.
Numéro 10 cleverly took advantage of this and smuggled a professionally recruited "fan block" into the Geneva stadium for their guerrilla action. The fans with "Liftsteiner" T-shirts had the simple-sounding, but not so easy to implement, task of waving a "Liftsteiner" banner for so long and conspicuously that it had to be captured by the official SRG TV cameras. The prank worked. The "Liftsteiner" film was also shown on the stadium's big screens, and Lichtsteiner has since been called "Liftsteiner" by his colleagues in the national team. The newspaper Le Matin also included the Lazio star's new name in its match report.
Cinderella effect
After the Moldova game, 250 individual shoes were hung up in high-traffic locations at ETH and trade schools in Zurich in another guerrilla campaign. The students quickly realized that the aim here was to find the second shoe. Anyone who came up with the idea themselves by logging onto www.takethelift.ch was given a tip on how to pick up the additional second shoe for free in a Puma store.
Andreas Panzeri
Because Puma is involved in various football sponsorship contracts (which are now being scaled back somewhat), the campaign for the "Lift" lifestyle shoe should also be associated with football as much as possible. And because "Lift" sounds similar to "light", the creatives at Numéro 10 came up with the idea of turning the footballer Lichtsteiner, known for his fast running, into an advertising character called Liftsteiner. The Puma shoe is called "Lift" because it weighs just 173 grams per foot. "Ideal for climbing stairs quickly", said the advertisers - and made a tongue-in-cheek video showing Lichtsteiner sprinting up several floors faster than an elevator.
The video was then posted online with all the tricks of the trade. The film was made widely known at the international match between Switzerland and Moldova. Lichtsteiner was an important support for our national team in this decisive match for Switzerland's World Cup qualification.
Numéro 10 cleverly took advantage of this and smuggled a professionally recruited "fan block" into the Geneva stadium for their guerrilla action. The fans with "Liftsteiner" T-shirts had the simple-sounding, but not so easy to implement, task of waving a "Liftsteiner" banner for so long and conspicuously that it had to be captured by the official SRG TV cameras. The prank worked. The "Liftsteiner" film was also shown on the stadium's big screens, and Lichtsteiner has since been called "Liftsteiner" by his colleagues in the national team. The newspaper Le Matin also included the Lazio star's new name in its match report.
Cinderella effect
After the Moldova game, 250 individual shoes were hung up in high-traffic locations at ETH and trade schools in Zurich in another guerrilla campaign. The students quickly realized that the aim here was to find the second shoe. Anyone who came up with the idea themselves by logging onto www.takethelift.ch was given a tip on how to pick up the additional second shoe for free in a Puma store.
Andreas Panzeri
The T-shirt for the virtual fan club.
All the campaigns were aimed at attracting people to this website, where they can find more information about the Puma shoe.
