Having worked with PUMA for the past 3 years developing their interactive retail experiences – the first football experience which launched in Sydney and the award-winning Skill Cube experience in New York – it was time for us to take the Skill Cube brand into other markets. Next stop: Tel Aviv.
PUMA’s digital native target audience have grown up in a world where football and gaming coexist. But what we discovered when we set out on this journey with PUMA, was that their customers route to purchase didn’t reflect this synergy.
The big idea
We therefore saw a big opportunity to gamify PUMA’s product trial, creating an experience that would allow customers to trial products in a fun, exciting and relevant way, while helping to guide their buying decision in the process.
We created our third in-store football experience for PUMA – crafting all of the software and content, technical design, and AI – giving visitors the chance to put the boots through their paces on an authentic surface, in a fast-paced digital game.
Celebrating PUMA’s new ‘FUTURE Z’ boot, worn by PUMA ambassador Neymar, the experience is made up of 3 phases – selection, fitting and trial.
The experience helps determine which product is best for the consumer, using product-specific content to aid the decision-making process. Player stats then come to life around the customer’s feet when trying them on, before putting the boots through their paces in a fast-paced game of agility on an authentic indoor surface.
Tapping into the naturally-competitive side of this cohort, people are encouraged to visit regularly to improve their score and beat their friends, ensuring that PUMA is always front of mind when it comes to purchasing a new pair of football boots. The experience space can also transform into a PR event with pro players invited to show their skills for special launches, driving further hype and excitement to store.
We continue to work with PUMA to take the Skill Cube brand across the globe.