Puma Hybrid Athlete

THE HYBRID ATHLETE WHO IS FOREVER EVOLVING

Helping Puma create the ultimate hybrid athlete with an AI character that’s made by everything you do.

122
unique Astro interactions
17
growth in searches for ‘Puma Shoes’
8
User content created

Background

There have never been more training disciplines at our disposal.

Younger consumers’ training habits have become diverse, jumping seamlessly from football training to cross-fit to yoga.

The Puma Hybrid Astro sneaker is as versatile as modern athletes themselves, constantly evolving and being influenced by everything they do.

THE BIG IDEA

Together with Google and Puma, we developed Astro, an artificial intelligence character that utilises machine learning to learn training skills and in turn, help members of the public learn themselves.

We used professional Puma ambassadors to train Astro on the best movements, gradually getting smarter and fitter the more exposure Astro received.

The idea combined technology with creativity

We built talkabilty around the brand and successfully demonstrate the training value of the sneaker.

But more importantly, Astro got consumers engaging with the product and the brand in both real-world and digital environments.

THE RESULTS

We had 122,400 unique interactions with Astro

The average session time was 2:24.

Our users generated more than 8 hours of social content.

During the campaign Puma saw a 17% growth in organic search for the term ‘Puma Shoes’.

Work By