Doing Battle With Sea Monsters…and Racing Around the World with Puma!

PUMA – Volvo Ocean Race Sponsorship Activation & Pavilion, Boston, USA, Capetown, Singapore, Sao Paolo, Rotterdam

…and sailing the world with PUMA!

When PUMA needed to deliver an outstanding brand experience design, at every location of the Volvo Ocean Race circuit, they turned to kubik.

Partnering with PUMA Ocean Racing and LOT-EK architects, kubik developed a unique brand activation event for the PUMA sailing team that travelled from coast, to coast, to coast (to coast). The concept allowed PUMA to sell a wide range of products to Volvo Ocean Race visitors in an environment that could survive the rigors of round-the-world travel, in any weather.

Four 40-foot shipping containers created a modern and dynamic mobile merchandising store. Containers functioned as both a shopping environment and transportation vessel, providing both durability and attention-grabbing branding. Shipping container modules provided hospitality, retail and brand activation spaces in multiple footprints to support the PUMA Ocean Racing Team.

Event activations included the uniquely interactive ‘Mar Mostro’ experience which put visitors at the helm, virtually battling the elements and sea monsters, in official PUMA sailing gear. As part of the experience experiential activation, guests were provided with a branded photograph to commemorate their epic victory.

kubik offered event marketing services including design development, engineering & fabrication, logistics and event execution for each PUMA CITY pavilion across the entire Volvo Ocean Race circuit, visiting 10 ports of call from Boston to Singapore and reaching over 2.4 million people.

Gold – “Best Road Show / Multivenue”, Puma, Volvo Ocean Race Village, EXHIBITOR Magazine – Exhibitor Corporate Event Awards 2012

Event Design Award – “Best Temporary Pop-Up Store”, Puma, Volvo Ocean Race Village, Event Design Magazine, Event Design Awards”

Guests were able to play with assembly robots that could ‘see’ to create delicate art on a vehicle.

Shipping container modules provided hospitality, retail and brand activations spaces in multiple footprints.

Highly interactive ‘Mar Mostro’ campaign put visitors at the helm, virtually battling the elements and sea monsters, in official PUMA sailing gear.

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