This guerilla project for Puma & MINI smartly bypassed the advertising restrictions during IAA fair and generated enormous media response.

With a pop-up peepshow for Puma and MINI, Envy creatively bypassed the advertising ban for the IAA, the world’s largest car trade fair, creating a huge media coverage. As part of a large-scale cross-promotion for the launch of the new MINI, PUMA designed an appropriate MINI branded shoe model which was also presented during the IAA. Our challenge in the development of the campaign was to avoid the advertising restrictions which exist during the IAA, particularly in public areas. The solution was to implement a guerrilla marketing campaign with a pop-up store in the centre of the communication activities. A special feature was the the location area where the project took place, conceptualized as a peep show establishment. This humorous provocation generated a wide-ranging media coverage.

This guerilla project for Puma & MINI smartly bypassed the advertising restrictions during IAA fair and generated enormous media response.

With a pop-up peepshow for Puma and MINI, Envy creatively bypassed the advertising ban for the IAA, the world’s largest car trade fair, creating a huge media coverage. As part of a large-scale cross-promotion for the launch of the new MINI, PUMA designed an appropriate MINI branded shoe model which was also presented during the IAA. Our challenge in the development of the campaign was to avoid the advertising restrictions which exist during the IAA, particularly in public areas. The solution was to implement a guerrilla marketing campaign with a pop-up store in the centre of the communication activities. A special feature was the the location area where the project took place, conceptualized as a peep show establishment. This humorous provocation generated a wide-ranging media coverage.

This guerilla project for Puma & MINI smartly bypassed the advertising restrictions during IAA fair and generated enormous media response.

With a pop-up peepshow for Puma and MINI, Envy creatively bypassed the advertising ban for the IAA, the world’s largest car trade fair, creating a huge media coverage. As part of a large-scale cross-promotion for the launch of the new MINI, PUMA designed an appropriate MINI branded shoe model which was also presented during the IAA. Our challenge in the development of the campaign was to avoid the advertising restrictions which exist during the IAA, particularly in public areas. The solution was to implement a guerrilla marketing campaign with a pop-up store in the centre of the communication activities. A special feature was the the location area where the project took place, conceptualized as a peep show establishment. This humorous provocation generated a wide-ranging media coverage.

This guerilla project for Puma & MINI smartly bypassed the advertising restrictions during IAA fair and generated enormous media response.