PUMA: Alonzo's Virtual Music Tour on GTA

PUMA, a sports brand, launched a campaign in France to deliver new music content to fans of Alonzo, a French rapper, and GTA V during lockdown.

Campaign details

Brand: PUMALead Agency: Havas Sports & EntertainmentRegion: EMEA



In the context of the pandemic, PUMA decided to carry out an activation that usually brought the best real-life events closer to its French public, but in this new context, they had to be innovative, because live events were out of the question.

Target Audience

Our target audience were Alonzo (French Rapper) and GTA V fans who were confined during the pandemic and who couldn't enjoy the rapper's music in person. We would reach them through gaming and lifestyle media.

Creative Strategy

During the lockdown, Alonzo,...

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