Puma in golf balloons guerilla marketing stunt

by Joe Lepper, Brand Republic 15-Mar-07, 11:20

LONDON - Puma is planning to suspend golfing equipment in balloons above city shopping locations as part of a marketing stunt to promote its Travel Gold collection.

The first event will take place outside Puma's flagship Benelux store in Antwerp on March 17. Equipment attached to golf ball shaped balloons will be suspended along Meir, the city's main shopping street.

Called 'travel light' the campaign as been created by ADK/60 Layers of Cake and is aimed at encouraging passers by to reach up and grab the equipment, including clothing and a lightweight golf bag.

Also attached to the balloons will be Puma branded luggage tags directing people to the brand's website.

At the Antwerp launch guests will also be invited to take part in an urban golf tournament starting at the store and taking in locations across the city.

Other locations where the Travel Gold range is being launched include London, Stockholm, Shanghai, Miami, Los Angeles and Sydney.