Puma has teamed up with JCDecaux to launch its campaign for the new Nitro running range using a treadmill linked to the Young and Jackson billboard opposite Melbourne’s Flinders Street station.
The sports brand’s ‘treadmillboard’ features Nedd Brockmann and his words to describe the Nitro range, taken over in real-time by passersby.
Brockman first made headlines in 2022 after running 4000 km across Australia from Perth’s Cottesloe Beach to Sydney’s Bondi Beach, raising millions of dollars for homeless charity Mobilise.
Puma took over a space directly underneath the iconic billboard and invited people to trial the new range on a treadmill, and their reactions were captured. Once they trialled the shoes and given their feedback, they were taken outside to be surprised by Brockman and their faces and reactions up in lights on the big screen.
“We know experiencing product is the best way to convert customers,” Neysa Goh, Puma Oceania’s director of marketing, said.
“Combining product trial, with the surprise of meeting Nedd Brockmann and seeing yourself on one of the most iconic billboards in Melbourne, is a great way to engage with customers on a new level, and create a memorable and shareable moment.”
Kristian Muhllechner, JCDecaux’s sales director for Victoria, said: “Partnering with Puma and Nedd to bring their Nitro range to life through such an innovative and interactive activation, is a great example of how Out-of-Home can create memorable, real-world experiences.
“The combination of product trial, digital engagement, and the iconic location, showcases the unique impact this medium can deliver,” Muhllechner added.
‘Treadmillboard’ is one of many touchpoints for Puma recent “Chase that Feeling” campaign to promote the new Nitro range in partnership with ambassador Nedd Brockmann and to support the recent launch into rebel.
This Melbourne partnership comes after the out-of-home company secured the tender for the exclusive advertising rights to Southern Cross Station, Victoria’s busiest public transport hub in June.
See also: JCDecaux helps Nedd Brockmann’s Milk Mission with digital large format signs across Sydney