Puma creates interactive running experience in the middle of Shanghai

Puma is letting people in Shanghai test its new running shoes by putting them in an interactive world in which they can be trained against an ‘actual’ puma.

The idea of the campaign is to create an experience around the animal that the Puma brand is born from while allowing people to test its Hybrid Astro shoe.

The pop-up experience will live for a short time (ending 7 July) in a busy shopping pavilion in Shanghai, the Hua Shi Guang Chang (华狮广场) plaza. A customised Puma avatar directs people through an interactive space that depicts three ‘worlds’ - a city, a floating island and a forest.

The campaign was created in partnership with digital production house MediaMonks. Sanne Drogtrop, executive producer/head of production at MediaMonks Shanghai, said: “Puma's brief focused on the beauty and fun of ‘running your own way’, stripping away the competitive tone of most running campaigns. That freedom led to a truly engaging fantasy world for runners to just enjoy, channelling their run by becoming an ‘actual’ puma."

Digital activity will be used to promote the pop-up, including video ads, shared on social media.