Good on the water, even better on land: PUMA's marketing presence at the Volvo Ocean Race has now received an award
At the European Sponsorship Award in London, the German sporting goods manufacturer was awarded the prize for the best international campaign for its sponsorship activities at VOR.
Pum won in the international category in front of the mobile operator Vodafone, which sponsored the McLaren-Mercedes Formula 1 racing team, and also received an honorary award in the business-to-consumer category.
The firmwar was represented at all VOR stage destinations with a mobile shop or with the PumCity (in Boston and Alicante) consisting of 24 containers. These outlets were part of Puma's comprehensive marketing campaign that also included blogs and social networks.
On the website of the Volvo Ocean Race, PumChef Jochen Zeitz described the VOR campaign as the most innovative in the company's history. “It was a very successful start signal for our sailing category, and the investment has more than paid off.” According to IFM Sports Marketing Surveys, the Pum campaign generated a “media value” of around 33 million euros.
