The Quad Play of Mobile Advertising: Phonevalley Zenith PUMA CHINA and Formula 1

Phonevalley has unveiled PUMA’s mobile communications plans around a major event to be held in October in China: the F1 race in Shanghai.

WHAT?

To build PUMA as China No.1 motorsports lifestyle brand, Phonevalley has designed a comprehensive
mobile campaign centred around a PUMA global mobile Internet site to feature PUMA’s ‘F Wan’
operation (Wan in Chinese means ‘play’).

The Mobile Site -

The mobile site introduces the PUMA brand and culture in an original and fun way. The operation was designed in partnership with Zenith China.

In Game Advertising

The campaign capitalises on advergaming opportunities and offers mobile users the chance to play
a F1 battle car racing game that can be downloaded on the PUMA mobile Internet site. The games
display four F1 PUMA cars to win the races!

From the Press Release:

For Alexandre Mars, Phonevalley’s CEO and Publicis Groupe’s Head of Mobile, “Following our recent
EURO™ 2008 campaign for PUMA, I am thrilled we pursue our mobile operations for the sport lifestyle
brand in China. With its 600 million mobile subscribers, the Chinese market is undoubtedly a fantastic
opportunity for PUMA to develop its mobile presence and we are enthusiastic to support them”.

“PUMA and Zenith are always looking for new and engaging ways to connect with our youth target in
China. We can’t ‘outspend’ the huge budgets of competitors but we can ‘outsmart’ them. By being
the first, the most innovative, engaging and unique with our PUMA campaigns we continue to ensure
PUMA’s media budget delivers the best ROI compared with the huge budgets thrown around by other
sports brands here” said Malcolm Hanlon, CEO of Zenith China.

What we think?
What I love about this is that its the quadruple play of mobile advertising. Its not just banners or text but its mobile advertising in all shapes and forms from mobile sites to gaming to couponing.

This makes it the mother of all advertising with the father or all brands and the god of all brands (F1) –
Sorry – I should have said PUMA but really F1 is huge.

But the coupon delivery in this is great. The focus is also on delivering ROI for PUMA and basically anyone that downloads a game gets a MMS coupon for purchase of any toy accessory in all PUMA stores. EASY.

… F WAN – F1 (get it?) I love it!