To highlight their ‘super fast’ running shoes (and sponsorship of the world’s fastest man, Usain Bolt) Puma came up with the idea to incentivise speedy shopping, in a Mexican campaign called ‘The World’s Fastest Purchase’.
As shoppers entered the store they were prompted to push a big red button. In doing so, a time stamped ticket was ejected. They then had to find what they wanted to buy and get to the checkout and press a second ‘finish’ button as quickly as possible in order to be eligible for a discount between 5-20% on their purchases, dependent on the length of time they took. Shoppers who took ten minutes to find what they were looking for were entitled to the 5% discount, while shoppers who pressed the second button within three minutes could get the full 20% off. The other discounts were as below.
This video is well worth watching, and shows a well-thought out and relevant brand campaign Puma should be proud of. According to the video, 118 people saved 63,700 pesos (just under £3,000/$5,000) in 372 minutes (just over six hours).