Havas Media Group and PUMA Tap Firefly to Launch Inaugural Out-Of-Home In-Motion Campaign in New York

Havas Media Group drives full speed into the future of programmatic advertising with the launch of its latest campaign for PUMA in partnership with Firefly, the company leveraging taxi and rideshare vehicles to build a smart city media network. Using Firefly’s geotargeting technology, Havas Media will serve hyper-relevant content around the grand opening of PUMA’s retail store on Fifth Avenue in New York. This activation, the first and only optimized for ‘out-of-home in-motion,’ launches August 5 and runs through September 2, 2019. The campaign and media deal was facilitated by Whisk Agency. 

Optimized for ‘in-motion,’ the campaign geo-targets consumers across different locations and times of day, delivering memorable, high-impact motion graphic content promoting the new store’s address. Taxis will deliver this message to high-traffic areas including major airports, tourist attractions, athletic fields, and existing store zip codes. A first for PUMA, this campaign expands out-of-home (OOH) beyond fixed ads and insights, with its situationally aware digital smart screens determining campaign direction and ad frequency based on driver routes, area demographics, and traffic patterns. 

“In an effort to highlight our brand new Flagship retail store on Fifth Avenue, we want to reach New Yorkers in a way that feels local and relevant,” said Adam Petrick, Global Director of Brand and Marketing at PUMA. “Havas Media’s strategic insights, coupled with Firefly’s technologies, allow us to drive awareness of our different product lines among audiences who want to see them.”

“People today demand authentic, personalized experiences,” said Firefly co-founder and CEO Kaan Gunay. “While digital both fosters and feeds that desire, PUMA and Havas Media have tapped into programmatic to take it a step further, highlighting what the future of advertising holds.” 

The internet-connected technology that enables Firefly to serve timely location-based messaging affords advertisers robust data sets. With digital ad spend projected to reach over  $129.34 billion in 2019, this latest innovation bridges the gap between digital advertising and traditional OOH to drive unprecedented scale in programmatic buying. Along with more precise placement abilities and enhanced visual content, these optimized metrics allow Havas Media to drive consumer engagement and increase campaign performance for PUMA.

“Amidst an ever-moving push toward digital, our clients are looking for meaningful media opportunities to more accurately measure the impact of out-of-home. Firefly offered us that ability by giving us an impressions-based metric to track, wrapped up in a super creative execution,” said Havas Media Group’s Global Chief Strategy Officer Greg James. 

About Havas Media Group

At Havas Media Group we believe that more meaningful media can help build more meaningful brands. Our media agencies are home to more than 10,000 specialists and are the most dynamic and advanced in their markets. With offices in 144 countries worldwide, our teams also offer best-in-class services in the fields of programmatic buying, mobile, data consulting, performance marketing, out of home and geolocal, and social media. For more information, visit havasmedia.com or follow Havas Media on Twitter (@HavasMediaUSA).

About PUMA 


PUMA is one of the world’s leading Sports Brands, designing, developing, selling and marketing footwear, apparel and accessories. For over 70 years, PUMA has established a history of making fast product designs for the fastest athletes on the planet. PUMA offers performance and sport-inspired lifestyle products in categories such as Football, Running and Training, Golf, and Motorsports. It engages in exciting collaborations with renowned design brands to bring innovative and fast designs to the sports world. The PUMA Group owns the brands PUMA, Cobra Golf and Dobotex. The company distributes its products in more than 120 countries, employs more than 12,000 people worldwide, and is headquartered in Herzogenaurach/Germany. For more information, please visit puma.com.

About Firefly 


Firefly connects cities with its dynamic smart media platform. The company works with taxi companies and rideshare drivers to install its proprietary advertising displays atop their vehicles, providing an additional revenue stream to maximize their drive time. Firefly’s technology delivers the right message at the right time, cutting through the noise of a booming space and leading to highly effective campaign-engagement. These proprietary screens are customized and enabled to geo-local advertising based on driver routes and location. Founded by Kaan Gunay (CEO) and Onur Kardesler (CTO), Firefly is headquartered in San Francisco, with offices in New York City, Los Angeles, and Istanbul. To learn more: Fireflyon.com.  

About Whisk

Whisk is a Business Development and Brand Strategy agency that works with startups and early stage companies. We start by defining the core offering, the business positioning, the strategy, and the strategic relationships with partner agencies and brands. Then we work together to create campaigns and media moments with their target consumers and trade press, creating content and data, all with the aim of adding to the business’ ability to raise investment capital and supercharge business growth. Find out more at whiskagency.com

Contact Information

Kathryn Ryan

PR for Firefly

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