Puma’s new campaign promises K-pop and ‘eccentric accommodation choices’ in California

Sportswear brand Puma is throwing a strange mix of influences for a campaign advertising its recently relaunched Cali sneakers: the “west coast sunny vibes in California”, the possibility of winning a stay at “eccentric accommodation choices” and K-pop star Hyolyn.

The #CaliTravelog campaign will play out over the next six months across in-store, out-of-home and online platforms in Singapore, Malaysia and Indonesia.

The campaign is structured around a promo where fans get a ticket with every purchase of Cali sneakers, which could land lucky winners a holiday in California worth $4,000.

Former member of K-pop group Sistar, Hyolyn will be the face of the campaign and a part of the promotions.

Speaking about the campaign and choice of brand ambassador, Puma South East Asia’s marketing manager Eleanor Wang said: “Hyolyn is the perfect ambassador who owns the spirit of a Puma Cali girl — one that seeks out adventure and fun, and is personable yet confident.

“Besides her musical prowess, Hyolyn survived biliary atresia with her display of boldness and fearlessness, and became an inspiration to youth around the world as an unconventional K-pop star.

“For the first time, this campaign brings forth several unique experiential elements that go beyond traditional advertising and social media platforms.

“Puma Cali fans stand the chance to win a unique California Dream trip featuring eccentric accommodation choices. Fans of both Cali and Hyolyn can look forward to party with the K-pop star at a closed-door event in a Southeast Asian city in April 2019.”


Creative agency: BanBan Studio (Seoul)

Production agency: Axis Group Asia (Singapore)


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