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