PUMA

BRIEF

Precious was asked by F1 team-sponsor Puma to stage a media-event during a recent Brazilian Grand Prix. We created an entertaining story-line featuring Red Bull drivers Daniel Ricardo and Max Verstappen in a 'futevôlei beach challenge’ and developed a distribution-led strategy to deliver a suite of content to news, PR and broadcast media in Brazil and around the world.

content STRATEGY

• Work closely with Puma Brazil to conceive, plan, execute and deliver the ‘futevôlei challenge’ event in Sao Paulo.
   

• Produce a show-case feature and associated cut-down visual content that would resonate with a global F1-interested millennial audience.
   

• Plan a global communications rollout with Puma to deliver multiple versions of this content to owned and earned media.

EXECUTION

• Offer driver interview time to key F1 media in target markets (e.g., Globo, RTL) to guarantee coverage.

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• Distribute content to:

• F1-approved TV broadcasters on site at the Interlagos Brazilian race circuit.
   

• PR - B-roll produced from the event and forwarded on to news wires within hours.
   

• Global TV - short-form content for other F1 media outlets around the race weekend.
   

• Digital - social content live from the event.
   

• Local market - bespoke content for  use by local Puma marketing units.